ONLINE-ADS>> value of requested ad vs. pushed ad?

Chris Olin (olin_at_ipro.com)
Tue, 15 Apr 1997 09:06:10 -0700

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To date, all ad impressions on the Web have been counted the same way.
Whether the ad was requested by the user or pushed out to the user, it has
been one ad impression.

As sites take advantage of push technology, ads may be displayed on users'
screens without getting any attention from the user. In fact, the user
might not even be sitting at their chair when the ad is displayed!

Should the ad impression metric be redifined to dinstinguish between

- an ad impression that resulted from a request from a user (more valuable)
- an ad impression that was unrelated to a user request (less valuable)

Any ideas about what the value ratio would be between a requested ad
impression and a pushed ad impression?

Chris

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Christopher Olin, Senior Product Manager Tel: (415) 228-4421 (direct)
I/PRO - Internet Profiles Corporation (415) 228-4400 (general)
URL http://www.ipro.com Fax: (415) 975-5818
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