Google
 

NONE: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount

ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount

rhoy_at_tenagra.com
Wed, 15 Oct 1997 15:09:37 -0500 (CDT)

Service
Sender: owner-online-ads_at_o-a.com
Precedence: bulk

Hey all,

Several reports came out this week about TrueCount, a new service that
claims to measure the affect of caching on banner ads. It is a service from
a company called Matchlogic. According to Matchlogic's first public report,
caching cause advertisers to undercount page views about 76% on average.

Here are a couple of good articles about it:

Startup Offers Service To Fix Undercounting Of Page Views
Web Week
http://www.webweek.com/current/news/19971013-startup.html

MatchLogic service solves cache problem
Ad Age
http://www.adage.com/interactive/articles/19971013/article7.html

This is more than double the number issued by AOL back in the Spring. At
that time, AOL reported cache practices caused about 30% undercounting of
page views (if I recall correctly).

Nothing I've read goes into much detail on how TrueCount works. What I have
gathered is Matchlogic's server receives notification from proxy servers
when a page is served from the proxy server's cache. This suggests that
Matchlogic must set-up some sort arrangement with a proxy server it is
monitoring. The whole process is given a stamp of approval with an audit by
Ernst and Young.

A couple of questions for you all about this. First, what does this mean to
publishers? Does it devalue our CPMs? Or, with audited Matchlogic statement
in hand, can we now charge advertisers for that undercounted 76%?

And second, what is the incentive to let Matchlogic look at any of my proxy
server data?

richard
moderator

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:

NO RISK TRIAL OFFER: Buy 100,000 impressions on Hotmail targeted to
your demographic. If you aren't throughly impressed after 2 weeks, we'll
credit your next buy. Details at http://www.hotmail.com/offer.html

--------

The Internet Advertising Report provides daily columns on every aspect
of Web advertising and marketing. It is updated daily and available in
a weekly newsletter. Subscribe at: http://www.internetnews.com/IAR

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.

 


Online Advertising Industry Leaders:

Clicksor
List and Found
AdJungle
The Laredo Group

Add your company...

Laredo Group Interactive Advertising Training
AdJungle
List and Found
Clicksor
 



 


 
Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

 
2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
 
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.

Visit our other web sites:
Tennis Server | Tennis Server Ticket Exchange | MyCityRocks | MyCityRocks Ticket Exchange