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High impact, efficient campaigns leveraging cutting-edge targeting on
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Contents
Position Statements
Panelists' Responses:
Online Ads List Responses:
3.) Paul Hart - Less promotion; more discussion
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Chris Redlitz
An impression should be defined as one ad that has been seen by one
Counting cached impressions brings us closer to a true number and is
Patric Miller of Kweb Radio.com suggested that higher click-throughs
-----------------------------POST NUMBER 2
Date: Sat, 18 Apr 1998 08:57:24 -0700
>Even more, others argue that magazines don't charge for
Pass along readership refers to readers of a publication that did not
>Others argue they refuse to pay for cached ads, as the
An advertiser should pay for every ad impression (in the general sense)
If you don't want to pay for your ad being seen more than one time, request
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-----------------------------POST NUMBER 3
Date: Sat, 18 Apr 1998 13:14:19 -0400
Folks,
I have a little axe to grind. We are looking at trying to discuss a
Thus, I would ask for less promotion of products and more discussion of
-Paul
-----------------------------POST NUMBER 4
Date: Sat, 18 Apr 1998 17:37:38 +0200
In my last message, I explained how you can get more reliable results for
There is one company which is already using this kind of auditing method
I'm not affiliated with Vademecum, except that they are auditing my site
Best regards;
Joe.
-----------------------------POST NUMBER 5
Date: Sun, 19 Apr 1998 16:29:48 +0000
From: "Boersenspielteam" <boersenspiel_at_vocalweb.de>
Hi again form Germany,
one question to Keith from Matchlogic:
Is your technique for measuring cached pageviews dependent on
Java(script) or any other client-side technology, that is not
available in *all* browsers on *all* plattforms? I can't find the
info on your pages www.truecount.com, but I can't think of any
solution, which is better than the German "pragma: no-cache; expires
one day ago, etc." GIF.
If you use Java(script) you count the pageviews from capable
browsers extremly accurate, but you count the pageviews from uncable
browsers rather unaccuratly. Which in the end means: Your solution is
not better than the German solution.
And one remark to Joe suggestions with the non-existent GIF-file:
essentially the same solution, as the German solution with a non
cacheable GIF through a modified webserver. Much easier to handle,
but a broken image on every page doesn't look too beautiful ...
I'll put up one page with a broken image in May and report the
results: HTML-Downloads vs. Pageviews as definied in Germany vs.
broken-image-count. Quite interesting!
Ciao
Ulrich
Ulrich Voss \ \ / /__ / ___|__ _| |
VoCal web publishing \ \ / / _ \| | / _` | |
voss_at_vocalweb.de \ V / (_) | |__| (_| | |
http://www.vocalweb.de \_/ \___/ \____\__,_|_|
Tel: (++49) 203-306-1560 web publishing
-----------------------------POST NUMBER 6
Date: Sun, 19 Apr 98 11:45:11 CST
From: bennettrp_at_mailgw.accessabc.com
In response to Thomas F. Hespos, K2 Design............
There are many forms of "nonqualifying" activity that ABC
Interactive audits are geared to discover and thus ensure
that a site has not inappropriately accounted for. One of
these nonqualifying occurrances happens to be spiders, but
our audit endeavors have found several others.
He happens to have hit on one of the reasons why sites need
audits, to ensure that only qualified activity has been
accounted for and represented to the report viewer.
The foundation for accurate and fair measurement is
standards. The IAB, CASIE, ABC and many others are working
together to come up with standards which approach the
objectives of accuracy, comparability and equity.
We at ABC Interactive use a group of definitions, which can
be found on our website (www.accessabvs.com), as the basis
for our audits. These definitions are very closely aligned
to those of the IAB.
But, you can have all the best defined standards in the
world and still have chaos unless you have enforcement. That
is, sites can say they follow the standards (rules) while
not really doing so. That's where my organization, and other
auditors, come in.
On our website we have a recordkeeping guide. In one section
we have a list of the known spiders (at least to the extent
that our audits have discovered). We also describe other
types of activity that must be excluded from "qualified"
impressions.
IMPRESSION Definitions
When is an impression an impression? Or better yet, when is
an impression not an impression, or something else?
ABC Interactive audits have encountered 5 different
methodologies that are used by sites to serve and record
ads. Much of this has been stated already by this discussion
group, but we have summarized on our web site.
( http://www.accessabvs.com/webaudit/admeasurement.html ) We
have determined that many of the sites that employ these
differing methodologies continue to use the term
"impressions" when reporting activity. In our opinion, this
can be quite misleading to the report viewer.
ABC Interactive is currently involved with industry
representatives through a couple of our own committees
(again, see our web site) as well as CASIE and IAB to
resolve these issues. The ONLINE ADS forum is seen by me to
be a valuable source of input to the discussions of those
groups.
Dick Bennett
Sr VP Audit Svcs
ABC Interactive
(847) 605-0909 x350
bennettrp_at_accessabc.com
-----------------------------POST NUMBER 7
Date: Mon, 20 Apr 1998 10:52:44 -0400
From: "Don Westrich" <don_at_thethinkingmedia.com>
Client-side measurement, properly implemented, addresses
just about all the issues cited in this debate. And the
perception that isn't ready for prime time just isn't so
anymore. It really changes the whole debate.
An apology before I go on: I'm going to make reference to
my company's system, ActiveAds, with the excuse that it's
the only one I know that really makes client-side reporting
practical on a wide basis.
The key is to get a clean enough Java applet to include in
the ad. We've done this with a tiny bit of microcode,
measured in bytes, not kilobytes, with a patented technique.
It goes a long way to solve the problems of measuring not
just impressions, but overall advertising effectiveness.
Here's how:
Accuracy & Scope of Results: Client-side reporting show real
numbers for impressions in any Java based browser, which
accounts for 75% of the browsers out there - already close
to universality, and for the medium term at least, Java
penetration is only going to increase. That leaves a low
percentage of results from non-Java browsers to be
extrapolated based on server reporting, with a commensurably
smaller margin of error.
Caching: Since the results are reported from the banner
itself, there's no screening effect. An impression is
registered every time the ad runs, whether it's served or
from cache, (including local caching i.e., hitting the back
button).
3rd Party Serving: Again, it's irrelevant where the request
comes from; since the banner generates the report from the
place where it appears.
Ads Successfully Displayed: The banner doesn't report if the
it isn't loaded successfully.
Trade Off of Capabilities vs. Cost Of Use: This depends
upon the implementation Java doesn't require any additional
software or plug-in that have to be installed or stay
resident on the client machine - that's the essence of how
Java works. Also, one of the things that distinguishes
ActiveAds is that there's no special software needed on the
server, either. They can be served from anywhere, including
3rd party serving, just like any banner.
CPU utilization is also negligible on either side, and the
overhead to the banner assets, as I said, is trivial. This
also means there's no additional time demanded to download
and launch ads that use our system.
Comparability: Client-side reporting parameters are set by
the system, not by the server or the site, so reports are
uniform, and available for the entire campaign from every
execution on every site (in real time, with ActiveAds).
Understand: served impressions are going to remain valuable
as a comparison and are still reported, but there's an
obvious extra level of detail and accuracy about actual
results that served impressions just can't give.
Multiple Media Types: By using Java, client-side reporting
can be used for banners, interstitials, HTML emails, web
pages, etc.. Also works for any Java capable hardware,
which means PDAs, cable boxes, etc. can be included too.
What Information Is Reported: Client-side reporting enables
a couple of new metrics, including how long each ad was
visible in a browser; the ratio of banners viewed vs. banner
served; detail on what a surfer does inside interactive
banners; and importantly, for transactional Java banners,
how long from first click to last the surfer spent
interacting in each session.
So having stated our case for banner-side reporting, I'm
going to take a deep breath (and risk a hail of rotten
tomatoes) and send a post tomorrow with my take on the
broader question: Is An Impression a Useful Measure At All?
Don Westrich
Director of Business Development
Thinking Media Corp.
www.thethinkingmedia.com
Phone: 212 352 0606
Fax: 212 352 0904
34 West 17th Street, 6th Floor
New York, NY 10011
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