Re: third party tools & their output
ARMEL MOUQUE WROTE:
> It happens that the number of pageviews measured by our
> system is different (e.g. lower) than the system of the
> website where the banner has been placed. I know this
> is partly due to the different tools but what amazes me
> a bit is that the CTR can be totally the opposite and
> even in some exemples upt to 1000%.
Armel -
There are a number of things that could be going on
here, but let's see if I can cover the basics.
Problem: Adviews going down - CTR going up.
- Usually this happens because the counting methodology
of clicks for a site vs. a 3rd party adserver is much
closer than that of the counting methodology of
impressions being served. Most sites will count an
image file request (a "shout" out to the adserver that
a page is being loaded and a banner needs to be sent)
as an adview, whereas many 3rd party adservers count
the complete upload of the file requested as that page
view. This, compounded with the fact that a banner tag
for a 3rd party adserver is usually the last element of
a web page loaded, causes at times some dramatic
deviance of site reported impressions vs. 3rd party
adserver reported impressions. But if the clicks are
being counted pretty much the same, one system to the
other, then you've got a greater CTR on your adserver
reports than the site reports. Clicks are the same,
but impressions against which those clicks occur are
dramatically different.
Is this the right answer to the right question?
Jim Meskauskas
Mediasmith, Media Manager
555 DeHaro, Suite 360
San Francisco, CA 94107
Land: 415-252-9339 Air: 510-499-6972
Fax: 415-252-9854 e: jimm_at_mediasmithinc.com
Check out the new Mediasmith site at http://www.mediasmithinc.com
Received on Tue Mar 28 2000 - 17:02:29 CST
