Re: Refining Definations

Mark J. Welch (markwelch_at_ca-probate.com)
Fri, 23 Aug 1996 10:18:15 -0700

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At 08:32 AM 8/23/96 +0100, Manar Hussain wrote:
>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.

I absolutely agree. Yesterday I had a long talk with someone
from a company that plans to enter the web-ad market, and
his goal was to set advertising rates that reflect all three common
measures: the ad display, the click-through, and online sales.
The theory is, even if the "primary" compensation is per click
through, there needs to be some level of payment based on
each ad display. Even if compensation is based on online
sales, there needs to be payment also based on ad display
and click-through (else the host is at the mercy of the ad
vendor's web site quality, and product pricing and quality).
-- Mark J. Welch, Esq. (Estate Planning, Probate & Trust Law)
-- http://www.ca-probate.com Pleasanton CA 510-462-8483
-- This message is not legal advice, and is not confidential.

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