Re: ONLINE-ADS>> third party auditing

Michael Sexton (sexton_at_abacuswave.com)
Mon, 20 Oct 1997 15:23:51 -0400

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I must disagree. All "traditional media" use 3rd parties to verify their
claims for audience, readership etc. TV uses Nielson(sp?) ratings and I
have always been presented with similar verification from radio and print.
Indeed, it is easy to check these facts independantly with media buying
books available in a local academic library (SUNY Albany).

Why should the idea of 3rd party verification become a scam when applied to
the net. In many ways the use of a particular page is easier to verify then
traditional media's 3rd party verification. For example, Nielson ratings
will not give any information about channel surfing during boring parts of a
show or during commercial breaks. On the Internet we can verify exactly what
was loaded and what the customer did in response to that ad. Rather then a
scam, 3rd party verification if executed properly will prove to be a great
bonus to our industry. Our buyer always know exactly what they are getting.
A TV buyer always takes a chance that Mr Couch Potato will click and change
the channel.

My 2 cents...
Mike

Michael J. Sexton, JD
Webmaster Extrordinaire
Ski all winter....
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