Re: ONLINE-ADS>> third party auditing

Whitney Tipton (wtipton_at_genex.com)
Mon, 13 Oct 1997 22:33:15 -0700

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Josh McCormack wrote:

>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.

I totally agree and was just discussing this with a fellow planning
colleague. Spare me with an entire audit report boiled down to one
number of page views. The only thing I have found to be valuable are
the statistics re: international traffic.

AND since everyone's traffic changes so often I find reps don't even
give them to you because their site numbers are actually higher than
when the audit was done. I generally need to know page views, demos,
what % of traffic is international, and I like to know what platforms
and browsers they're coming from. We use webtrends for the sites we
host at Genex and that report does exactly that.

As a buyer who spends a lot of dollars online I am happy to talk to
sites that aren't audited. Maybe down the road a bit when everyone has
their act together on the web more I'll have to require it. But for
now your log reports will do fine.

Whitney Tipton
Media Planner
Genex Interactive

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• Maybe in reply to: sandy fleischer: "ONLINE-ADS>> third party auditing"
• Next in thread: BRAD.CHIN_at_EY.COM: "Re: ONLINE-ADS>> third party auditing"

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