Back in 2000, I helped launch a company called Dynamic Logic. The company was built around 1 core idea, that the value of online advertising was being underreported due to the industry’s reliance on click through. We set out to change all that by proving there was value to exposure and not just clicks. Some of our key learnings were summarized in a paper I co-authored entitled The 5 Golden Rules of Online Branding. Its an oldie but a goodie!