ONLINE-ADS>> Charging for cached banners?

Mike Pooler (pooler_at_pcgame.com)
Mon, 30 Jun 1997 12:39:32 -0400

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What are the thoughts here on cached vs. un-cached impressions, and weather
they should be tracked and charged for differently?

When a banner is not sent because the user has it cached, obviously that
means they've seen it once before- maybe at the same site on the previous
page, or maybe a week ago, or perhaps even on a different site which is
running the same ad.

My thinking is that both cached and un-cached banners should be charged
for, but the site should provide data on how many of each are being
delivered. Fewer cached impressions means that that ads are getting a wider
audience.

One other note- some banner software minimizes the number of cached
impressions by giving the same banners different or random names each time
they are sent.Therefore their figures for un-cached impressions would not
match those of a site that allows ad banners to be cached (such as ours).

Mike Pooler
http://www.pcgame.com - Smart Players Start Here (tm)

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