MARKETWATCH ABANDONS CLICK-THROUGH REPORTS

Wants Advertisers to Accept Other Data Instead

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NEW YORK (AdAge.com) -- Financial news site MarketWatch.com has announced it will no longer provide click-through rate reports to online advertisers.
Instead, a MarketWatch spokesman said the Web site will only provide performance reports on campaign reach, post-impression analysis and brand/product offering awareness similar to those used for offline media.

However, online advertising clients who specifically request click-through rates can still obtain them.

Struggling with ad slump
The changes come as MarketWatch, 34% owned by Viacom's CBS, struggles with the Web ad slump. MarketWatch first-quarter ad revenue fell 41% to $5.2 million vs. a year earlier.

MarketWatch executive vice president for sales, Scot McLernon, characterized click-through rates as a "pedantic" system for measuring ad response and urged others in the online industry to also abandon it.

Patrick Keane, a senior analyst with Jupiter Media Metrix, said he's not aware of any other major commercial sites that are abandoing click-through rates.

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