NONE: ONLINE-ADS>> requested vs push ads

ONLINE-ADS>> requested vs push ads

Bruce Cohen (
Fri, 18 Apr 1997 08:30:42 +0000

RE: Bob Gordon's comments:

It's all very well knocking the empty room TV commercial -- the
push model -- but in doing so you may be falling into a serious
trap -- trying to make the Web competitive by deploying
increasingly complex CGIs that, despite their technological
smartness, fail on point 1: user demographics.

That's what advertisers really want, and no CGI script is going to
deliver that.

Broadcasting into empty rooms -- or onto unattended PC screens -- may
be imperfect, but the push model is what marketers understand --
they've been working with it for decades and it works.

Throwing increasingly arcane technologies at the ad industry in an
effort to justify Webspend is liable to become a double edged sword
that adds to the confusion in the marketplace and tries to make the
Web more accountable than it can be.

Where I come from, any ad agency that understands the
difference between a page access and a hit is regarded as a truly "wired"
agency and is showered with respect.

Bruce Cohen


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