ONLINE-ADS>> Re: Are <ALT= > tags considered banner impressions?

Steve Roth (72260.3100_at_CompuServe.COM)
16 Sep 96 11:35:19 EDT

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>we are having an arguments with a
>customer that believes that the number of impressions to a banner is the
>number of times the GIF file is loaded. We believe that the number of times
the
>page is loaded (with the banner at the top of the page), is the actual
>number of impressions.

Yahoo's approach:

They say they're selling "page impressions." So that's what they cite in
their reports, and what they use for calculating rates, and click-through.

However, in the upper corner of the report, they cite something they call
the "Ad View Rate," which is the percentage of people seeing the *banner*
who have clicked.

In my experience, the ad view rate is typically more than twice as high
as the page view rate, meaning that less than 50 percent of people who
saw the page saw the banner.

Another question: how many of these page/image requests are successful?
Are advertisers citing requests for the page, or succesful transmittals?

Steve

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