Evaluating and Optimizing Online Advertising: Forget the Click, but There Are Good Proxies

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Conscientious Classification: A Data Scientist's Guide to Discrimination-Aware Classification (2017, neutral): “Another, called proxy learning , 21 uses an alternative proxy label that is correlated with the main label of interest, but is much more abundant in the data.”
Optimal real-time bidding for display advertising (2014, background): “In [13] the authors study the evaluation measures of the display advertising performance and they find the site visit turns to be a better proxy than the user click.”
When Does Retargeting Work? Information Specificity in Online Advertising (2013, background): “However, as discussed by Dalessandro et al. (2012), clicks are not very relevant for understanding the eﬀectiveness of the type of display advertising we study.”
Machine learning for targeted display advertising: transfer learning in action (2013, methodology): “in depth to convince ourselves that it indeed is appropriate (Dalessandro et al. 2012)).”