Re: Next Generation Pricing Models

From: Brad Jensen <brad_at_elstore.com>
Date: Wed 21 Nov 2001 15:55:25 -0500

ANDY BOURLAND <andybourland_at_yahoo.com> WROTE:

> In other discussion forums <I've only been back on O-A for
> a few weeks now, so forgive me if this has been covered
> already>, much discussion has centered on "sessions" as
> the basis for a pricing model. So for each unique visitor
> who comes to a particular site at a moment in time, that
> event -- whether it produces 3 or 5 or 50 page impressions
> -- is a session.
>
> Each session has its own advertiser. A visitor is not
> experiencing a zillion ads competing for his/her attention.
>
> The advertiser has exclusive exposure to the x number of
> visitors for whom they have purchased access to. The length
> of time, number of page impressions, etc may vary by site,
> content and audience, but the principle remains the same.
>
> The publisher -- if they have built a valuable, desirable
> audience -- can enjoy a fair return for marketers' exposure
> to that audience, maintaining their editorial integrity in
> the process.

That's cute. I can see a couple of ways to do this. One is
force the site to only use one banner company, so they can
track the session across pages, the other is for the
publisher to server all their pages thru Active Server Pages
and do their own sessioning.

Of course, this could be expanded to tracking the individual
across all sorts of different publishers that use the same
banner server - everywhere you go you see ads for Liquid
Plumber. Maybe you want to keep the ratio below 50% to avoid
being too obvious.

Wouldn't this encourage the site to get new sessions and
hustle the existing ones off site as fast as possible? Or is
it some sort of CPA?





Received on Wed Nov 21 2001 - 14:55:25 CST