NONE: Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount
Re: ONLINE-ADS>> Counting Cached Banners with MatchLogic's TrueCount
Chris Bertchie (chrisb_at_townhall.com)
Fri, 17 Oct 1997 10:18:02 +0000
Richard Hoy wrote:
> >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%?
Jay Gondelman wrote:
> It seems to be the value of the numbers generated are like the magazine
> audits that count pass-along value, beyond just the one subscription copy
> that gets mailed or purchased.
> Maybe it puts a better perspective on the CPMs, since they actual rate will
> be lower, but the reach truly higher.
Passalong is a great analogy. Like passalong, the hidden reach of cached
impressions simply increases the value, not the cost. The effect on CTR
would be devastating
if every impression showed, and even though there is growing
agreement that clickthrough isn't the be-all, end-all, it is still
the most visible, immediate measure of "success": It'll be with us
for a while, though an increase in reach and reduction in CTR might
make branding more acceptable (?) desirable (?) necessary (?) as an
online campaign objective.
Richard asked: "And second, what is the incentive to let Matchlogic
look at any of my proxy server data?"
One incentive, for some of us, is that it would increase the amount
of inventory available for sale. I've had my site turned down
because we didn't clear an impressions hurdle of 250,000 single-buy
monthly impressions. Of course, since the caching applies to
everyone, the hurdle, too, will eventually be raised...
Chris Bertchie, Advertising Director
TOWN HALL < http://www.townhall.com >
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
Online Media Kit: < http:///www.townhall.com/media_kit >
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