The Good News Is Clickthroughs Suck
That was one of the comforting scenarios that Scott Meyer, CEO of Evidon, gave this morning during his presentation on the industry's Open Data Partnership, which among other things will alert consumers about their ability to opt-out of tracking via Evidon's icon.
"Is there any reason to believe that an icon above an ad on page is going to be higher than the ad itself," Meyer said, alluding to the relatively low clickthrough rates that the average online display ad generates.
In other words, the crappy clickthrough rates among consumers will actually benefit the industry, because consumers simply won't click on the icon to opt out.
"There is no reason to fear the opt out," Meyer proclaimed. "Consumers are not going to opt out en masse?"