Online Advertising Needs A Rationale.

..one of the main reasons for this is that advertisers and publishers are not always using the right measures to analyze advertising effectiveness. With average click rates on display ads falling under 0.1%, the correct metric to use is clearly NOT the click.

The click may well not be the correct metric to use. But the fact that click rates have fallen so low is not the justification for such a statement. The online advertising business really has to get its act together.