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

Ivan Weltman (ivan_at_tudogs.com)
Thu, 16 Oct 1997 17:56:32 +2000

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> 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%?

We can't charge advertisers any more - but the reduction in CPM will
enable online publishers to compete on exceptionally favorable terms
with conventional media - compare cost per thousand Impressions with
cost per thousand Opportunities To See.

This will place CTR where it belongs, as a measure important to
direct marketers, and release banner advertising to more important
measures such as shifts in brand awareness, predisposition to buy,
and attitude.

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Ivan Weltman
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• Next message: Chris Bertchie: "Re: ONLINE-ADS>> Ads and the Thin Blue Line"
• Archive Home Page
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• Previous message: Herman Tumurcuoglu: "Re: ONLINE-ADS>> Value of Test Banners?"
• Maybe in reply to: rhoy_at_tenagra.com: "ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount"
• Next in thread: Bruce Speyer: "Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount"

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