Re: Ad/Page view question

From: Jim Meskauskas <jimm_at_Mediasmithinc.com>
Date: Thu 27 Jul 2000 09:39:55 -0700

ARUP BHANJA <finetuner_at_vsnl.com> WROTE:
> Q. When you buy ad space from a website on say 10$ CPM,
> do you get a guarantee on the number of ad/page views
> on that site? If 'yes', who gives this guaranty - the
> website or the agency [doubleclick24/7, etc.]?

Hi there -

Most sites in the states WILL guarantee a delivery
level for the impressions you buy on that site. What
constitutes an impression, however, still varies from
property to property. However, there are two primary
counting methodologies. One, common among publishers,
is that an impression is a file request from a browser.
An href tag embedded into the page a visitor lands on
'pings' an adserver and that gets counted as an
impression (I avoid the term 'hit' because that really
is in reference to any file request on a page. E.g. if
a page loads that call out for 10 graphic files, then
that constitutes 10 hits). Most 3rd party ad servers,
however, will count an impression only as a fully
served file; i.e. upon request from the site, a file is
sent from the ad server and once "the train has left
the station," the adserver counts it as an impression.
This is at the heart of the semantical debate between
the terms 'pageview' versus 'adview.' Most all sites
in the states guarantee pageviews/impressions.
Adviews/impressions is still a bit murky.

Hope this is a bit helpful.

Best,

Jim

Jim Meskauskas
Mediasmith
Chief Internet Strategist
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





Received on Thu Jul 27 2000 - 11:39:55 CDT