Alexis Brown: The New Fast Click Ad Pricing Model
On 12/5/01, ALEXIS BROWN <agbrown_at_fastclick.com> WROTE:
>Fastclick has introduced a pricing model designed to
>solely target unique Internet users. Advertisers,
>accustomed to a unique impression period of one
>day from most websites and networks, can now place
>campaigns reaching unique Internet users over a period
>of up to twenty-eight days.... The higher rates from
>CPM-CUME campaigns will result in an increase in CPM
>payouts to publishers, better compensating them for their
>unique visitors.
>
>Here's the link: http://www.fastclick.com/about/CPMCUME.htm
>
>What do you think?
This looks like a real, innovative, Win-Win approach to the
constant struggle between publishers and advertisers. But
the devil is always in the details. If you're an advertiser,
do you get charged for cumulative reach over the network, or
only on individual sites? If it's network based (the ideal
scenario), can FastClick guarantee that the same user -
visiting different sites in the same network - will not
double counted? If you're a publisher in a network-based
CPM-CUME campaign, how do you avoid coming out on the losing
end when double-counted users are eliminated?
Great idea. Good luck.
Greg LeVeille
CIO
MilesMall.com
Received on Fri Dec 07 2001 - 07:32:45 CST
