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NONE: RE: ONLINE-ADS>> Web Publishing vs content creation
RE: ONLINE-ADS>> Web Publishing vs content creation
Peter Bull (peterb_at_dvp.com.au)
Tue, 9 Dec 1997 08:56:30 +1100
Ray Taylor wrote:
>....... I live in London, I access the Web via btinternet.com from
>London (note the .com, not .co.uk) and use a hosted service in
>California (webcom.com) where my domains (eg www.bizbiz.com and
>www.ukmediaweb.com) are registered to my UK business address. Just to
>make life more interesting, I have also registered as an online reader
>of the (London) Financial Times using a (false) Hong Kong address. This
>I did in order to check banners I had placed for a client with
>www.ft.com to be targeted only to users registered with addresses in
>Asia/Pacific countries. Using various methods, you might decide that I
>lived in California, anywhere else in the USA, Hong Kong, or London. The
>only way of knowing that I live/work in London (or at least in the UK)
>is to match the IP address of btinternet against the geographic address
>of the owner of the IP address.
>Unfortunately, all this is ingored by most site owners who "offer"
>banner advertising. Many pretend that they can target geographically, or
>their salesman believe they can.
Ray has put his finger very firmly on the main part of the problem that I
have with websites which claim to be able to segment their visitors and
target advertising precisely to meet the characteristics of the audience -
even if that only means not serving up ads that are completely useless.
The fact is that without the active cooperation of visitors, it is very
difficult to come to any reliable useful conclusions about their identity
and location. And even when demographic information is voluntarily
proffered, it is still highly questionable, as Ray has demonstrated by
posing as a visitor from Hong Kong. Without verified customer data (like a
services contract, or a credit account) you cannot know with any degree of
certainty who you are dealing with out there in surferland. And so I
repeat (to the annoyance of many site owners I am sure), the only one who
knows with any degree of useful certainty at all who the surfer actually is
and can guarantee segmented access to an advertiser, who knows where they
really live, and what their phone number and credit card number is, is the
one who connects them to the web in the first place - the ISP.
Unfortunately, all the ISPs I have ever come across are unable to
understand the power of the relationship they could have, and they all seem
to think they are telecommunications service providers. Which is like
saying a TV station is in the UHF signal broadcasting business, or that
newspapers are in the dead tree printing business. Tragic really.
Peter Bull
Director, DVP Media Pty Ltd, Brisbane, Australia
peterb_at_dvp.com.au
For samples of DVP's most recent work, see:
The world's best online wine store - www.thegrape.com.au
Australian Provincial Newspapers Classifieds - www.checkoutclassifieds.com.au
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