Re: ONLINE-ADS>> A world without media planners

Steve Roth (sroth_at_thunderlizard.com)
Wed, 30 Apr 97 09:23:19 -0700

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On 4/30/97 4:27 AM, Bruce Cohen <bruce_at_sprintlink.co.za> wrote:

>Client X wants to market a product on the Web and puts
>out a pitch to Web sites with a
>comms structure payable on performance only (this could be impressions,
>click thrus, transactions etc)

This assumes one big thing: a level of trust in Client X to accurately
track and report that performance, and pay in a timely manner based on
it.

Recent situations in the world of ad networks, not to mention book
authors' ongoing need to audit their publishers' royalty reports, point
out that this level of trust is far from being a given.

Given the emerging nature of this medium, one has to assume at best a
high level of incompetence out there, and at worst a high level of fraud
and chicanery.

If that trusting relationship exists, however--as it seems to exist with
Amazon so far--the model could/can work nicely.

Steve

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