NONE: Re: ONLINE-ADS>> new payment model
Re: ONLINE-ADS>> new payment model
Jamie Byrne (jbyrne_at_doubleclick.net)
Thu, 17 Jul 1997 12:37:58 -0400
Lance Stendal asked:
>>I was also just reading that DoubleClick was offering a program called
>>DoubleClick Direct that pegs advertising rates to the response the ad
>>generates for each click, each lead generated, or per sale.
>Again, how >do they verify that, especially the per sale basis?
Without going into the details (we have a patent pending), we have
developed a proprietary back end which integrates with the advertiser's
lead, download and sale pages. While completely maintaining user
privacy, a feedback loop is created. This loop reports "actions" users
take on advertiser's sites back to DoubleClick. ("Action" is different
than "Click-through", which is simply tracked through our ad management
system).
So, if a user submits a lead form, the complete user data is submitted
directly into the advertiser's databases. At the same time, our backend
removes (deletes) the personal information (name, email, credit card
number, etc.) and passes us only the appropriate "action" data (the
advertiser, ad identification, the action, the date). We use this
information to track the performance of the advertiser's campaign.
Periodically, the system also automatically tests the advertiser's pages
to make sure our system is in place and functioning properly.
Our system can easily integrate with any advertiser's page and any
secure commerce systems (to track sales). We are also creating a forms
wizard which will help advertisers create forms and pages which
automatically integrate with our systems.
That's basically it. What I hope this post really accomplishes, is to
explain that tracking and payment in this "per action" model can be very
complicated. I urge sites interested in this model to approach it with
a full understanding of the issues they will need to deal with to be
successful. We believe that if done properly, the Direct model can be
very successful for both sites and advertisers. Good luck!
Jamie Byrne
jbyrne_at_doubleclick.net
www.doubleclick.net
DoubleClick Direct
(http://www.doubleclick.net/nf/direct/direcset.htm)
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:
No matter who you are trying to reach, we already do.
37 different themed communities.
http://www.geocities.com/homestead/homedir.html/
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
