ONLINE-ADS>> third party auditing

sandy fleischer (funkfish_at_hotmail.com)
Tue, 07 Oct 1997 17:13:37 PDT

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hello,

I posted to this group last week asking about what initial steps should
be taken before a Web site can sell advertising space.

I received many informatiove answers - thank you.

Armed with my new knowledge, one thing that concerns me is third party
auditing.

According to all of the companies offering auditing services, it is
indespensible, and one cant hope to atract media buyers without having
conducted a third party audit - conveniant for them :-)

My problem is that my site is a small to medium site in terms of traffic
- under 150,000 page impressions per month. Advertising will not be our
main source of revenue, but we wish it to be a substantial revenue
stream.

After some preliminary investigations, it turns out that services of
third party auditors are substantially over $700 per month.

so my question:

How can the smaller guys offer advertising on their site if they do not
have the resources to spend over $8000 a year (I am assuming monthly
auditing, which may be a bad assumption.)

Is third party auditing essential in order to attract business from
established media buyers? Or is traffic analysis performed by out of
the box software, such as Microsoft's Usage Analyst sufficient.

I understand the need for auditing by a respected third party company -
but it seems to me that this really raises the barriers to entry.

I wonder what percentage of Web sites that sell banner space have
actually been audited?

Any insight would be appreciated,

thanks.

sandy fleischer

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