Re: Higher accountability
NALL GEARHEARD <ngearheard_at_highwire-ad.com> WROTE:
> I pose these questions to the forum:
> - Why is Internet advertising held to a higher
> standard of accountability than other advertising
> mediums?
Nall, it may not be fair, but it is the corner that
we have all painted ourselves into. Like anything
else, once poeple get a taste of something,
expectations rise until...And whose fault is it? It
is the fault of every Web publsihers and agency that
promised the world and failed to deliver REAL proof of
ROI beyond just Clicks!
I agree that Web publishers need to promote and more
effectively leverage the demographics of their site
visitors, but they also need to maintain control over
the use of their visitor data. Another factor
contributing to the slump is that ad networks using
3rd party ad servers such as the big "DC" serve ads
and take visitor data without compensating the
publisher. The cost of that data alone would be
enought to fund most Web companies for 50 years. But
sites routinely give it away. Why? Lack of
understanding as to how it effects their business in
the end. Why would you want to share your most
valuable asset with a vendor who ends up competing
with you and offering it to your competitors? I just
don't know, do any of you?
Regards,
Matt Stevens
Received on Fri Aug 03 2001 - 16:14:32 CDT
