Re: ONLINE-ADS>> third party auditing

Josh McCormack (jmccormack_at_scholastic.com)
Wed, 08 Oct 1997 12:29:16 -0400

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sandy fleischer wrote:

> 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?
>

What I've heard is a take on the 80-20 rule. It seems the 20% or so of
websites that are audited receive 80% of the revenue. Auditing is a
scam, but something people demand. Considering most are just taking log
files and making them pretty, this is nothing more than expensive DTP
sold as auditing. The only alternative I can imagine is hooking up with
an ad network, which tracks the users itself.

Josh McCormack
http://www.travelersdiary.com

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