ONLINE-ADS>> Competative Differences and Privacy

Jason Lexell (jlexell_at_mpdr0.chicago.il.ameritech.net)
Wed, 12 Aug 1998 13:46:16 -0500 (CDT)

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Good Afternoon.

This is my first post and I'm hoping some visitors can help offer some
guidance. I manage a vertical network composed of Web sites that
target professionals in logistics and global trade. Lately I've found
myself placed in some situations for which I see no clear cut ethical
guidelines when dealing with competing advertisers.

We have space scheduled on our network from three competing advertisers
each offering similar products. We schedule their banners with our ad
delivery software to rotate based on the number of impressions they've
ordered. Recently we had an advertiser contact requesting information
about the ad buys that their competitors made. I answered in
non-specific terms because I thought that revealing concrete figures
might be a breach of trust with a client. However, I could also see how
the media planner who was requesting the information about their
competitor's order was justified in asking for these details. They were
interested in finding out if their buy would dwarf them to their
competition. I know that sales people will often leverage a situation
like this to increase a clients order however this would appear to be a
breach of some sort.

As an ad sales consultant I have companies sharing their strategies with
me all the time. This does require an ad sales representative to assume
a level of responsibility almost like an attorney client privilege.

When dealing with competing advertisers, what type of information can be
revealed about the others campaigns? I would like to ensure that all of
our advertisers are treated fairly and their privacy is respected. We
also believe that the community visiting our sites benefits from having
a choice, which is why we have not yet entertained exclusivity deals.

Does anyone have suggestions about guidelines for dealing with
competitive interests? What type of campaign information can/should be
disclosed to competitors; (i.e.. a competitor's ad run start/end dates?
impression orders? products being promoted?). If all this information
should be kept confidential, what steps can be taken to prevent an
advertiser from feeling like they've been blind sided by a competitor
they wish you told them a little more about?

Best Regards,

--
--
Jason Lexell (jlexell_at_ginfo.net)
Executive Producer
The Global Information Network
http://www.ginfo.net
Tel:  202.783.4455
Fax:  202.783.4465


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 Next message: Joel Gehman: "Re: ONLINE-ADS>> Ad Banner Campaign Jam"
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 Previous message: Jaffer4_at_aol.com: "ONLINE-ADS>> Click throughs not equal"

 Next in thread: Claire Monical: "Re: ONLINE-ADS>> Competative Differences and Privacy"

       

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