TODD KELLNER <todd.kellner_at_list-universe.com> WROTE:
>Here are some of the most common reasons they've
>cited:
>* Why should the publisher be ultimately responsible for
> a poorly-written ad?
>* What if the landing page (or site in general) were
> poorly designed or confusing?
>* What if the product itself were ill-conceived?
>* How does the publisher keep track of the ad's ultimate
> sell-through? The advertiser expects the publisher to
> trust its tracking methods -- how often is this abused?
Hi Todd,
Nice writeup. I agree with your points. I have
a few other reasons that publishers don't like CPA to
add:
* Publishers get paid nothing for the users who click on
the ad at work, think about the product, then go home
and order. Similarly, they don't get paid when the
product doesn't directly appeal to the visitor, but the
visitor tells a friend about the site / product.
* Regarding newsletter ads, if the advertiser's site is
unavailable, the publisher gets paid nothing yet they
ran the ad properly.
* Some visitors (myself included occasionally) visit the
URL, but cut off the URL's tracking information to visit
the .com's home page. CPA simply isn't an option for me
unless there was absolutely nothing else to run...
Later,
--Kyle Yamnitz
EdScope, L.L.C.
Expanding the Scope of Education:
http://www.EdScope.com
Received on Wed Jun 20 2001 - 13:18:27 CDT
