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

Hespos, Tom (thespos_at_k2design.com)
Wed, 25 Feb 1998 09:56:12 -0500

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Daniel Arnall wrote:

>But, an impression is an impression, cached or not.

I disagree. As I explained in my previous post, most clicks for the
cached ad views are often already registering in "standard" reporting.
Thus, a cached impression in a direct response campaign is worth *much*
less than a standard impression.

Agreed that counting cached impressions is probably a more accurate way
of doing things. IMHO, however, there is a distinction between cached
ad views and standard ad views and the agency community shouldn't be
forced to pay for this nearly worthless inventory just because someone
devised a way to count 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 in any
way on my employer.

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