NONE: ONLINE-ADS>> Re: New Ad Model - LESS Accountability
ONLINE-ADS>> Re: New Ad Model - LESS Accountability
Bob Wyman (bobwyman_at_healthgate.com)
Tue, 8 Oct 1996 11:28:05 -0400
richard rhoy_at_tenagra.com wrote:
> [AOL has] no real incentive to manage that data because
> the only reason AOL is cashing [sic] and mirroring in the
>first place is to make things faster for their users.
Eventually, AOL's incentive to manage and distribute the data
collected by their caches will be compliance with the law. There are
still a number of interesting copyright issues related to caching.
Additionally, it is fairly easy to make the case that their current
procedures leave them open to the common law tort of unfair
competition. If the way they manage their site prevents competitors
(i.e. people who have information similar to information they provide
themselves) from pursuing reasonable business practices while AOL
gains benefit by delivering content copied from their competitors,
they can be stopped. We just need to wait for someone with the guts
to take them on. NOTE: It is simply not relevant that AOL collects a
large amount of log data. They have a big network, so, they have big
problems. They are, however, their problems, not ours.
> [The New York Times] will not sell by impressions; and in
> fact can't even tell you how many impressions your ad received.
I am amazed that advertisers are willing to accept such lousy
customer support from a vendor. Without reporting on impressions, it
is impossible for the advertiser to determine the effectiveness of
their ad or the exposure it received. Even given the sites like AOL
and others who cache, the impressions data that could be provided by
the Times would still be useful to advertisers. The New York Times
provides impression data for their paper edition that includes
uncertainty at least as great as that introduced by caches. Their
refusal to provide the same data for online ads would appear to be
simply an attempt to pull the wool over the advertiser's eyes while
most of them are still trying to learn what the business of
online-advertising is all about.
bob wyman
--------
Note: The views expressed here are my own -- not necessarily those of
my employer.
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