Re: Refining Definations

Jeff Leane (leane_at_emerge.com)
Thu, 22 Aug 1996 11:11:55 -0700

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On 8/21/96, Maxine Most wrote:
>How about addressing the issue of Ads delivered versus Ads actually viewed?
>Just because the page is downloaded and viewed does not mean the ad
>downloaded before the user clicked off the page or srolled down beyond it or
>never scrolled down to where the Ad is located. As the WWW is taken more and
>more seriously by the Advertising Industry this is a measure that will be
>crucial.

I agree that the issue of views -- and better yet, of click-throughs --
will grow in importance. It has to; *it's what buyers value.*

Yet I observe a great reluctance among ad sellers to discuss click-through.
Any thoughts why this is so?

It's not that click-through is hard to measure; is it because ad sellers
don't think they can really deliver on it? Your thoughts?

-- Regards, Jeff

P.S. For a glimpse into one possible future of on-line advertising and
promotion, check out http://www.identify.com/webmasters.html

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• Next in thread: Donna Dolezal Zelzer: "Re: Refining Definations"

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