NONE: ONLINE-ADS>> Charging for cached ad views
ONLINE-ADS>> Charging for cached ad views
Hespos, Tom (thespos_at_k2design.com)
Tue, 17 Feb 1998 11:01:50 -0500
Richard Hoy wrote:
>We've convered caching before, but never publishers charging people for
>cached ads. Who is doing this specifically? And is it a good idea? --
Okay, then...Let's kick off a thread on this.
I can think of two ad servers that count cached ad views: MatchLogic and
IMGIS.
MatchLogic's TrueCount numbers will include cached ad views and clicks,
unless you specifically ask them to count via the 'old school'
methodology. Any media vendor who uses MatchLogic uses these numbers
for billing purposes, unless prior arrangements are made with the vendor
and with MatchLogic.
IMGIS can also bust cache. I'm not sure whether they have the ability
to report the cached ad views separately, so I won't comment on whether
IMGIS-enabled sites and networks bill out the cached activity across the
board.
So, if you're buying any activity from sites or networks that utilize
either of these ad servers, be sure you know what you're buying. You
might be getting charged for the cached views.
That's not to say that this is a bad thing... Ever since MatchLogic
introduced TrueCount, I've been waiting for it to catch on and for the
industry to adjust to what I think is a more accurate representation of
ad views. I think that people are used to certain benchmarks in terms
of click through and perhaps not everyone will jump on the cache-busting
bandwagon. The folks in our industry are used to certain CPMs as well.
If cache-busting was adopted industry-wide, CPMs would have to be driven
down. It's a supply and demand thing. I'm not sure the industry's
ready for such a shakedown.
What *has* happened in the marketplace as a result of the introduction
of cache-busting is that many online advertisers are taking a closer
look at their definitions of what constitutes an ad impression, which I
think is very healthy. If we continue to let media vendors define "ad
impression" however they see fit, we're never going to be able to draw
accurate comparisons between different media properties on the same
plan.
Okay. Let's hear some opinions.
Thomas F. Hespos, Jr.
Media Manager, K2 Design
Webmaster, OLAF - the On Line Advertising Forum
Ph: (212) 301-8800
FAX: (212) 301-8801
http://www.k2design.com - K2 Design Home Page
http://www.olaf.net - OLAF
http://members.aol.com/~THespos - The Spos Zone
The opinions expressed above are my own and should not reflect in any
way on my employer.
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