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NONE: ONLINE-ADS>> AOL Cache Info/Click-Through Rates
ONLINE-ADS>> AOL Cache Info/Click-Through Rates
Sue Levin (SueLevin_at_wwwomen.com)
Thu, 5 Jun 1997 21:20:50 -0700 (PDT)
Rick, thanks for the info on AOL now sharing cached impression
data. I wonder...if many of the large, commercial sites are
under-reporting by, for instance, 30% of their pageviews
due to caching, if this then throws the click-through average
out of whack. For example, if sites were reporting 4000
clicks on a 100,000 campaign flight, it would be a 4% click-through
for the flight. If AOL boosts that to 130,000, the 4000 clicks
would now translate into a 3% click-through rate. This assumes
caching hides pageviews but that click-throughs have been
measured accurately all along as a script is called outside
the page and measured (not sure if this is the technical explanation
but it's my understanding). So it'll be great to show advertisers
that we all have more views but we'll also need to work out an
adjustment in click-through expectations. Comments?
Rick Bruner <rick_at_bruner.net> wrote:
>To follow up on my post earlier this week about the large number of ad
>impressions and page views that go unrecorded by site's server logs due to
>caching behind firewalls, I just reported for Ad Age that AOL has begun
>releasing data on its members' Internet traffic from its cache files. I
>spoke with someone from WarnerBros.Com who said the new data from AOL
>indicates an additional 30% of traffic above what they record from their
>server logs. With all the corporate caching that goes on, too, it might be
>reasonable to estimate that caching hides an additional 50% of Internet
>traffic.
==============================================
Sue Levin SueLevin_at_wwwomen.com
WWWomen http://www.wwwomen.com/
The Premier Search Directory for Women Online!
==============================================
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