NONE: Re: ONLINE-ADS> Is there an inexpensive way to spot inflated
Re: ONLINE-ADS> Is there an inexpensive way to spot inflated
Leo Sheiner (leo_at_netcomuk.co.uk)
Mon, 23 Feb 1998 11:06:18 +0000
clicks-thru?
Sender: owner-online-ads_at_o-a.com
Precedence: bulk
margaret_at_workingsmarter.com writes:
<snip>
>Presently the advertisers statslogs merely show how many times the
>banners have been displayed and how many folks click-through. We
>have no means of knowing when and even which are the referring
>ISPs which click through.
>
>I am increasingly alarmed by remarks like the one recently made Mark
>Welch's post that there is far greater widespread abuse of inflating
>adviews than envisaged by most lay advertisers. I also read warnings
>at many advertising networks prohibiting their hosting members from
>engaging in dishonest tactics such as auto redirection, autoloading etc.
<snip>
I run Safe-Audit - the first and arguably still the largest ad banner network
devoted to transaction payment including clickthrough. I regret that there is
no inexpensive way to detect and prevent fraudulent enhancement of CTR
whien payment is per click. I could write a book on the almost infinite
creativity used by sites to enhance their numbers. Some schemes are
just dumb, others incredibly clever. The point is that we not only have to
employ sophisticated technology and statistical analysis but also have
a permanent staff to patrol and eyeball sites. I wish there were a simpler
method. Despite rejecting 30% of applications to join our network, and
despite the fact that host sites lose all their credit if we catch them banner
spamming, we still have to terminate up to 30 host sites a month for
spamming banners. We believe that we have to be utterly ruthless and
efficient on behalf of our advertising clients since they pay us for -among
other things - ensuring that they get genuine and useful visits to their
site.
But it is an onging battle. However the advertiser has another remedy and
that is a close analysis of their logs. If they can track visitors by referrer
tag through their site then they can quickly establish which sites are
sending them useful visitors. On Safe, we allow advertisers to cancel
individual host sites if they feel they are not getting value from them.
Since some of our larger advertisers can be hosted by 1,000 sites
or more, analysis can be quite a task but worth it in the end if you want
to get value for money.
Leo Sheiner
http://safe-audit.com/ promotes Ecommerce on the
most cost-effective Transaction Banner Ad Network. 3,000
Hostsites with 100 million pageviews can boost your traffic.
mailto:leo_at_global-m.com Telephone +44181 346 0770 Leo
7 good reasons http://safe-audit.com/main/link/promo.cfm
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