Re: The New Fastclick Ad Pricing Model

From: Alexis Brown <agbrown_at_fastclick.com>
Date: Tue 11 Dec 2001 10:06:00 -0500

Greg LeVeille <gregleveille_at_earthlink.net> wrote:

>"But the devil is always in the details."

Hi Greg,

Before I answer your questions, I just want to reiterate
that the new pricing model is not "session based" online
advertising. I'm afraid the timeliness of Jim Meskauskas'
article has been a confusing factor. It's unique-user
based. That is, an advertiser can increase their reach by
impacting only unique users in a certain amount of time,
rather than the same user continuously.

Let me see if I can answer your questions:

1. If you're an advertiser, do you get charged for cumulative
reach over the network, or only on individual sites?
As an ad network, we charge for cumulative reach. For example,
if you had a minimum buy of $1,000 at a $7.00 CPM you would
be guaranteed 142,857 unique users viewing your ad.

2) If it's network based (the ideal scenario), can FastClick
guarantee that the same user - visiting different sites in
the same network - will not be double counted?
That's correct. Via unique identifier, IP and cookie
combination, we can guarantee that the same user will not be
counted twice.

3) 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?
What's enticing for publishers is that their unique visitor
traffic will be worth more. However, if you the publisher
does not have a lot of unique traffic, this pricing model
will seem like any other. It will be most effective for those
sites that have a great deal of unique visitors.

Great idea. Good luck.

Thanks!

Alexis Brown

Fastclick: Online Advertising/Ad Serving
Tel 805.964.2266, x.101
Fax 425.969.8552
Web www.fastclick.com





Received on Tue Dec 11 2001 - 09:06:00 CST