Gian Fulgoni, co-founder of research giant comScore, told IAB Engage that display ads, the mainstay of so much digital advertising, were a terrible way to reach consumers if you paid attention just to click-through rates (CTRs). Fulgoni said CTR was a "fast and inexpensive metric. That's why it's used. But it can be wrong and lead you the wrong way. There was initially a novelty about banner ads. Today, CTRs are abysmally low. UK has CTRs of 0.14% - 1 in 1,000 clicked. If that's the measure, then it doesn't work."