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

Ivan Weltman (ivan_at_tudogs.com)
Fri, 17 Oct 1997 18:18:32 +2000

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> 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%?

More thoughts.

If we can get closer to "real" impression numbers we are really
looking at gross opportunities to see, which may be equated with
reach times frequency in a conventional media analysis.

But what do we compare with? In terms of "space" the closest is
probably billboards (visual and headline) - and there are certainly
traffic numbers available for selected sites.

Does anyone have a CPM for any billboards? Of course the
communication value of a banner is likely to be many times higher
than for most billboards.
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Ivan Weltman
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