Ad serving discrepancies

From: Jeff London <jlondon_at_enn.com>
Date: Mon 25 Sep 2000 17:09:01 -0500

We recently began utilizing DoubleClick's DART for
Publishers as our ad serving solution on a couple of
our web sites (http://www.enn.com and
http://www.webreleaf.com). DART is only serving our
468x60 banners and there is one banner on every page of
the site. It didn't take long to realize that we were
seeing serious discrepancies between the pageview
numbers our site tracking software (WebTrends) was
yielding and the number of impressions DART was
yielding. DART impression numbers are consistently
coming in at around 60% of what WebTrends indicates we
should be serving. I've worked with DART support to
ensure that browser and proxy caching have been
defeated in our ad tags, and they have. We've also
carefully gone through WebTrends to make sure we aren't
falsely counting pageviews.

We expected some discrepancy, but not this much. My
question is for others out there using DART (or other
3rd party ad servers) as well as those using Web Trends
I suppose. Are you seeing similar counting
discrepancies, and if so have you discovered a cause or
a solution?

Thanks,

Jeff London
Director of Marketing
Environmental News Network
http://www.enn.com
tel: 208.726.3649 x 25
fax: 208.726.2476
jlondon_at_enn.com





Received on Mon Sep 25 2000 - 17:09:01 CDT