Re: Tracking Rich Media Banner Advertising

From: Patrick Goodrich <pgoodrich_at_xaphon.com>
Date: Tue 24 Oct 2000 20:21:01 -0500

GLENN SMITH <gsmith_at_digitalbridge.com> WROTE:
> I've been told that Rich Media banners cannot be
> tracked from a click through standpoint, but can be
> tracked by impressions. Is that true, and does anyone
> on this list know of an Ad Serving service that does
> track rich media impressions and click throughs?

Glenn,

Banners can be tracked right from the click, to the
land, to any action taken on the advertiser's site
(signup, purchase, etc.) All of these data can be
linked to the specific piece of banner creative and the
specific ad placement that engendered the click, in
order to give the advertiser the full picture of how
the advertising is performing, front to back, click to
conversion. This sort of analasys allows the advertiser
to optimize the campaign, creatives and placements,
based on much more information than just CTR.

X:Tracker, developed by Xaphon Interactive Media, is a
solution that enables this sort of comprehensive
tracking. It can also track email campaigns, text
links, and ads served to wireless devices. We developed
X:Tracker specifically because we had a need in our
work as an ad agency for this sort of tool. We use
X:Tracker constantly to monitor and optimize campaigns
for our clients, and we've really benefited from the
information it provides. So have our clients. It has
been written up in Office.com; I'd be happy to send you
a copy of the article or more information if you'd
like, just let me know.

Best regards,

Patrick Goodrich
Xaphon
Interactive Media
510-451-4623
www.xaphon.com





Received on Tue Oct 24 2000 - 20:21:01 CDT