Act - Online advertising is already hurting.
Web ads is about to go mainstream.
And finding the best methods and strategies for measuring success is a challenge. First you need to collect meaningful data that can serve as the basis of an ROI equation. That means marketers must banish the banner, and brandish the brand. As a researcher by training, I typically love data, but never have I seen a metric responsible for more confusion and poor marketing choices. Clickthrough is a treacherous metric that ought to be abolished.