RE: ONLINE-ADS>> Charging for cached ad views

Hespos, Tom (thespos_at_k2design.com)
Wed, 18 Feb 1998 09:44:46 -0500

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Rick Bruner wrote:
>>Several times in Tom's posting here, he used the term
>"cache-busting" >in reference to how Imgis & MatchLogic treat the
>caching problem. I'm >not an expert on this exactly, but as I understand
>from briefings I've had >from both companies for my reporting for
>Advertising Age, it wouldn't be accurate to call what they do "cache-busting."

I write:

I'm glad that we have AdAge-caliber tech folks on the list to do us
right on the technical details. ;-)

I've always argued that media folks should make the best effort possible
to understand technical details of how ad servers work. I'm glad that
Rick is around to point out my inaccuracies.

In any case, I wanted to steer the thread more toward the issue of
whether the counting of cached ad views should affect CPMs. Certainly,
we never had to pay for these ad views before. Should we be forced to
pay for them now? For many of us who are counting clicks from the
client side, it generally means more impressions to accomplish
essentially the same number of clicks. Any feedback on this?

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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