Re: Best Ad Network?

From: Stephen Butler <steb_at_stebsoft.com>
Date: Wed 05 Mar 2003 09:34:46 -0600

> Excuse me...comparing or even mentioning a 1 inch magazine ad that most
> likely WILL NOT BE SEEN OR NOTED by 99% of a magazines readers, to an ad
> that is not only GUARANTEED TO BE SEEN but will not be paid for until
> and unless it is acted upon, is the mentality (or lack of) that is the
> root cause for under pricing the advertising on the net.

Since when is a banner ad GUARANTEED to be seen? I rarely, if ever,
pay attention to banner ads these days.

> Although I do agree that optimization is a positive extension of sales
> service and keeping the buyer happy is paramount...there should be some
> upside for the publisher...pricing hard earned audience at a buck a
> thousand clicks is unbelievable, a fraction of a penny a click...are you
> kidding me????

I cant say ive ever seen this payment model from any network. $1 CPM
means i (publisher) get paid $1 (minus the network cut, which is 35-55%)
for 1000 VIEWS of the ad, not clicks.

> Do publishers get to see what the advertiser really pays per click?

That all depends on the network. off my head, Fastclick, doubleclick
do show this, advertising.com doesnt.

> This whole thread began with how ludicrous it is for a publisher to
> allow inventory to be bought for a buck CPM for ROS,
> and these network guys are talking a buck a thousand
> clickthroughs...what's next, should the publisher pay the advertiser for
> the privilege of running their ads?

You should talk to 24/7 Real Media (or whatever they are called),
they charge $0.05 CPM to serve ads.

> A buck CPM means that the advertiser pays less then a penny a click

No, it doesnt. $0.009 CPC means the advertiser is paying less than
a penny per click. $1 CPM means they are paying $1 per 1000 views
of their ad, and the price per click is dependant on the CTR, I wouldnt
imagine seeing much more than 1% (probably much less) - so they would
be paying 10c per click minimum.

Is it possible that you are confused on the meanings of CPC / CPM / CPA?

Stephen






Received on Wed Mar 05 2003 - 09:34:46 CST