This article talks a lot about how low click rates don't matter -- but that wasn't the issue brought up by the WSJ. The key take away is that, even if you igno

This article talks a lot about how low click rates don't matter -- but that wasn't the issue brought up by the WSJ. The key take away is that, even if you ignore clicks, impressions are twice as expensive as your reporting suggests. http://www.wsj.com/articles/SB10001424127887324904004578537131312357490 http://www.wsj.com/articles/SB100014241278873249040045785371... > An astounding 54% of online display ads shown in "thousands" of campaigns measured by comScore Inc. between May of 2012 and February of this year weren't seen by anyone, according to a study completed last month. > Don't confuse "weren't seen" with "ignored." These ads simply weren't seen, the result of technical glitches, user habits and fraud.