What You Think You Know About the Web Is Wrong

TIME

If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. We race towards new trends like native advertising without fixing what was wrong with the old ones and make the same mistakes all over again.

Not an average reader? Maybe you’ll give me more than 15 seconds then. As the CEO of Chartbeat, my job is to work with the people who create content online (like Time.com) and provide them with real-time data to better understand their readers. I’ve come to think that many people have got how things work online quite mixed up.

Here’s where we started to go wrong: In 1994, a former direct mail marketer called Ken McCarthy came up with the clickthrough as

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About HalGood

Accomplished business professional with over 30 years experience in public and private procurement and public-private partnerships. Portfolio of complex projects for major university hospital, airport, convention center, and city & county government agencies. Member: California Earthquake Early Warning System (CEEWS) Management Committee. Inducted into the CPO Rising Procurement Hall of Fame, Harvard Club, Boston MA - 2016

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