The allure of tracking clicks online leads merely to a fool's paradise, according to a BrandWeek piece, which argues that using solely a direct marketing metrics approach gives immediate gratification at the expense of brand awareness, image, and mindshare. Ignoring the branding effect of campaigns, which is what third-party ad servers do because they cannot measure that effect, means ignoring in the online realm what is an important objective of marketing campaigns - building brand. "Quite simply, if every advertiser used third-party ad server metrics to manage their campaigns, there would be no online content. All ads would gravitate to search, which boasts the lowest CPC rates and highest CTRs," the authors write, and conclude that "while third-party ad servers would have you believe that now the medium is the metric, the laws of advertising say otherwise."