• Pat Grady

    Love the thorough look here, but for this — “realizing that the click is an invalid tool.” — saying it’s invalid ruins your credibility. How about “not perfect”, “fallible”, “incomplete picture”, etc. Invalid makes you sound like a total VT fanboy fanatic. VT is also not perfect (affected by goals at hand too), but would you then call it invalid?

  • Dax Hamman

    Hi Pat –

    I see this as a pendulum swing. The attitude against VT was imbalanced, and is starting to become more realistic. The passion for the click is too strong, and a strong message is needed to move the needle. As an industry we lack any credible measurement tool that is accurate over a suitable %. Changing attitudes ruffles feathers, I am quite comfortable doing that without being concerned about the credibility.