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

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

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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

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