Advertisers target Microsoft browser - BusinessWeek

Certain advertisers insist on targeting ads only to people using Microsoft’s Internet Explorer—and not to those using Google’s Chrome or Firefox. The reason? IE users click more on ads.

Advertisers target Microsoft browser - BusinessWeek

Fascinating, this. Let’s say you’re a CPG company selling soap. Let’s say that IE users click more on your soap ads. Given that Firefox users use just as much soap as IE users, is targeting IE the right thing to do? 

Either you determine that Firefox users do not react to advertising, in which case it’s not worth to waste ad spend on them, OR that click is not the right metric to measure success of display advertising. 

Guess which decision is easier to make? 

And what if Kentucky internet users click on ads more? Or internet users who surf from 4AM to 5AM?