ONLINE-ADS>> Re: New Ad Model: LESS Accountability

Laura Cook (lcook_at_ocm.com)
Wed, 09 Oct 1996 09:05:51 -0400

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At 08:33 PM 10/8/96, Richard Hoy wrote:

>Rather than fight with AOL to get exact numbers, which is probably
impossible anyway, The New York Times has decided their online advertising
model is to make you pay for the name "The New York Times."
>
>I am curious what everyone thinks, as we just finished a debate of being
MORE accountable.
>
>richard
>moderator

It's difficult to make an initial decision about how to best spend your
advertising dollar without data on impressions, etc. I think sites like the
NYT, which follow a print model, will suffer from not providing it, and
ultimately find better ways of tracking this information.

Right now, it seems to be falling on the advertisers to set up their own
tracking systems to get around problems like caching, proxy servers, server
mirroring, and dynamic IP addressing, that make it difficult to track
impressions resulting from specific ads. Solutions include user
registration and cookies, which allow discrete visitor identification.
There are a number of commercial site usage analysis packages that can give
you this ability. When providing online marketing services for clients, I
currently have to rely my own tracking systems for reliable usage data, or
at least for comparison. While setting up this type of analysis package
isn't extremely costly, it does require an investment in time and money that
some advertisers can't afford.

Ad brokers should start to realize that providing accurate usage info will
make their service more valuable.

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