NONE: RE: ONLINE-ADS>> Banner Ad Networks
RE: ONLINE-ADS>> Banner Ad Networks
Joe Perez (joemperez_at_aol.com)
Thu, 20 Feb 1997 13:55:41 -0800
tim gayda <timg_at_discovercanada.com> wrote:
> ...To date, the only banner ads we
> have seen is for the VBN itself. I realize that they are new on the seen
> but is it right that we are driving traffic to their site without
> compensation?
It's understandable that you are frustrated with an arrangement that seems
on its face to be exploitative: you are providing valuable advertising
exposure to a commercial entity and receiving no monetary compensation.
Although I have had no dealings with VBN, I believe you are right to
question the fairness of this arrangement. Perhaps VBN offers some non-monetary
compensation to you that justifies the arrangement? Despite the fact
that the practice is evidently unfair, most Internet advertising networks
from the smallest to the largest take it for granted that some or all of
their member sites' unsold ad space should be used to display free ads for
the network/broker. Why this practice has not raised more eyebrows,
I can't speak to. But I can describe the business model which makes the
practice ubiquitous: it's the practice of a network/broker acquiring more
ad impressions from a Web site than it can hope to match to paying
advertisers. If you decide to look around for a new network/broker, you
should ask whether they follow this business model. If so, be aware
that "free" and "house" ads are likely to be part of the picture, even if
you are told that advertisers are on the line. Consider joining a network
which operates on an alternative business model which does not require the
network to acquire more impressions from you than it can pay for. My
company, Adbot, is one such network. We are pioneering an auction
model for transactions of Web ad space; this is an example of a business
model which does not require host sites to display free ads for the
network, since all available ad space is sold to the highest bidder in an
auction.
Whatever approach you follow for selling your ad space, do not accept
unfair business practices as "the way it is." Challenge the terms you are
presented or take your business elsewhere until you feel you are being
treated fairly. The relationship between network, host site and advertiser
should be win-win-win. Don't settle for anything less.
joseph perez, senior vice president
adbot: the auction market for internet advertising (tm)
http://www.adbot.com, joe_at_adbot.com
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