Re: ONLINE-ADS>> Auditing Services

Chris Bertchie (chrisb_at_townhall.com)
Wed, 3 Sep 1997 14:11:06 +0000

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David Coyne wrote:

> Does anyone have an opinion on the relative importance of site auditing?
> Are any advertisers really requiring it? Our site uses Interse and
> we'll make our server reports available to anyone who needs them. We
> also have a banner ad management system that permits an advertiser 24/7
> access to their campaign stats. Are these sufficient to satisfy 95% of
> advertisers?

I've had only one major agency insist on an audited statement of
server stats. A third party abstract of server stats probably
would have done the trick; the concern was with accuracy of site
reporting, not a format preference. Others (agencies) would like to
see them, but recognize that without standard auditing techniques &
reporting, you can't really compare results site to site. Interse
and online ad activity results should satisfy most advertisers.

> Also, what do you all think (if you have an opinion) about the merits of
> BPA vs. ABC auditing?
>

I think the war between the two continues in the online arena as it
has for years in their print divisions. And it's still too expensive
for what you get out of it.

Chris Bertchie,Advertising Director
TOWN HALL (townhall.com)
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com

The democratic process gets wired at townhall.com!

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