Re: Refining Definations

Manar Hussain (manar_at_ivision.co.uk)
Fri, 23 Aug 1996 08:32:02 +0100 (BST)

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>> 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?
>>
>
>It's up to the *advertiser* to decide if the people on that site are the
>people he or she wants to reach. It's up to the *advertiser* to design a
>banner to entice those people to visit his or her site. These are not the
>ad sellers responsibility.

There's another angle - there is value to the advertiser in
having the banner visible to someone who doesn't
click-through (take the blue ribbon as an obvious example).

I think that if click-through does become part of the
charging equation if should do so alongside something which
also accounts for the number of people who see the ad.

Manar

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