- What’s our average click-thru rate? and
- How do these compare to Industry averages?
While most Publishers are able to provide their teams with internal site performance metrics, Google's DoubleClick Benchmark Report - an aggregate of DFA data that includes hundreds of advertisers, thousands of campaigns and tens of billions of ad impressions - provides a good benchmark for click-thru rates on display ads that can be used to make those initial "Which ad size and type should the Advertiser go with?" decisions.
Below is one example of the metrics presented in Google’s DoubleClick Benchmark Report.