Also cookies identify the machines, not the individuals using it. Click-through With advanced software, servers can count how many people have acted on an advertisement by logging every user who clicks on a banner ad. Buying of advertising space on click-through basis is, however, not 100 per cent accurate. The server registers a click-through as soon as the visitor clicks on an advertisement. However, in real conditions, it takes some time for the destination site to appear on the screen and the user may hit the stop button.
Web advertising is more measurable than many other marketing communication efforts.
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