Cyber-rigging click-through rates: Exploring the ethical dimensions

Click-through rate is considered a very important metric and a key performance indicator of the success of online advertising and is the most frequently used measure to gauge the effectiveness of banner advertising. Marketers also use click-through rates in arriving at performance measurement activities such as the calculation of 'customer life time value' and 'customer acquisition cost'. Click-through is the second most frequently used banner ad pricing method after cost per thousand impressions. Online advertising is facing a new form of challenge – the artificial inflation of click-through rates. We call this practice 'cyber-rigging'. The objective of this paper is to explore the ethical dimensions of cyber-rigging through application of ethical principles and theories.

3D information visualisation: An historical perspective

The use of 3D visualisation of digital information is a recent phenomenon. It relies on users understanding 3D perspectival spaces. Questions about the universal access of such spaces has been debated since its inception in the European Renaissance. Perspective has since become a strong cultural influence in Western visual communication. Perspective imaging assists the process of experimenting by the sketching or modelling of ideas. In particular, the recent 3D modelling of an essentially non-dimensional Cyber-space raises questions of how we think about information in general. While alternate methods clearly exist they are rarely explored within the 3D paradigm (such as Chinese isometry). This paper seeks to generate further discussion on the historical background of perspective and its role in underpinning this emergent field. © 2005 IEEE.