RE: ONLINE-ADS>> 2% vs 98%. Really?

Hespos, Tom (thespos_at_k2design.com)
Mon, 23 Feb 1998 11:00:06 -0500

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Bruce Levitt wrote:

>Why do I read so many posts with people wanting to give away
>the store? This latest Proxy Caching string is a good example. The
>sentiment seems to be that we shouldn't charge for what used to be
>(and in many cases still are) hidden page views.
<Snippage>
>They aren't made up, so
>why in the world shouldn't they be paid for just like all the
>others.

I write:

Try to look at this from the advertising agency's point of view. All of
a sudden, sites are charging for their cached ad views. This makes
click rates plunge. Here's why...

For the most part, selling cached ad views will result in the advertiser
being charged for more ad views, but pretty much the same number of
clicks. This is particularly true if an agency is using third-party ad
serving that doesn't defeat cache. Thus, click rates drop and the
advertiser gets much less of a return on investment than it did
previously. Get it?

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 on my
employer in any way.

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