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|Title:||Cyber-rigging click-through rates: Exploring the ethical dimensions||Contributor(s):||Fisher, Josephine A (author) ; Pappu, Ravi Sankar (author)||Publication Date:||2006||Handle Link:||https://hdl.handle.net/1959.11/2154||Abstract:||Click-through rate is considered a very important metric and a key performance indicator of the success of online advertising and is the most frequently used measure to gauge the effectiveness of banner advertising. Marketers also use click-through rates in arriving at performance measurement activities such as the calculation of 'customer life time value' and 'customer acquisition cost'. Click-through is the second most frequently used banner ad pricing method after cost per thousand impressions. Online advertising is facing a new form of challenge – the artificial inflation of click-through rates. We call this practice 'cyber-rigging'. The objective of this paper is to explore the ethical dimensions of cyber-rigging through application of ethical principles and theories.||Publication Type:||Journal Article||Source of Publication:||International Journal of Internet Marketing and Advertising, 3(1), p. 48-59||Publisher:||Inderscience Publishers||Place of Publication:||Switzerland||ISSN:||1477-5212||Field of Research (FOR):||220102 Business Ethics||Peer Reviewed:||Yes||HERDC Category Description:||C1 Refereed Article in a Scholarly Journal||Other Links:||http://www.inderscience.com/search/index.php?action=record&rec_id=8973&prevQuery=&ps=10&m=or
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