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NONE: ONLINE-ADS>> Re: HealthGate Guarantees click-rate

ONLINE-ADS>> Re: HealthGate Guarantees click-rate

S. Finer (xerxes_at_clark.net)
Thu, 26 Sep 1996 20:56:13 -0400 (EDT)

Bob Wyman's analysis is the most cogent I have seen so far on this list.
He is a good example of a web publisher who cares about using the power of
the technology to help his advertisers achieve satisfactory results. So
many web publishers simply do not give a fig, and resist any
responsibility other than a direct analog to magazine or broadcast models,
which are simply deficient.

I will say, that for small sites with low traffic volumes of highly
targeted users, the click-through pricing mechanism is superior for both
advertisiers and publishers, IMHO. The Wyman approach requires
considerable skill in the web publisher's tech department.......skill that
is well levened by business acumen. Many, perhaps most smaller sites
do not duplicate this skill mix. For them, following the
keep it simple dictum, click-throughs are best.

The idea of randomly rotating alternative banners, gauging the performance
of each, is an excellent one however. This is simple to do, and may well
achieve excellent results.


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