NONE: Re: ONLINE-ADS>> cache counting standards
Re: ONLINE-ADS>> cache counting standards
David Holmes (dholmes_at_wr.com.au)
Mon, 15 Jun 1998 10:14:57 +1000
Thank you to all who contribute to this panel it has
provided endless insights into where web advertising is
heading and issues of note.
Regarding cache counting technologies such as referenced by
Ulrich Voss on June 6 regarding Matchlogic. There is a
company in Australia that adds a supposedly light weight
attachment to a file that lies dormant until "woken" by the
end users browser. The reason most companies, using this
style of technology, don't reference the specifics is that
the "light weight" code is usually Javascript. I am not sure
about Matchlogic but certainly its equivalent downunder uses
a Java applet and script to count activity.
The problem as we see it at ABC Australia is that many
firewalls prevent Java due to its ability to get "inside"
your network and send information out that you would prefer
secured, but more importantly it can load other unwanted
software onto your computer. If we all remember the over
reaction to "cookies" when they first arrived it seems
strange that it has taken so long to understand the greater
dangers associated with Java if used maliciously.
Therefore, this method undercounts activity from many secure
networks. Secondly, browser based activity has yet to be
manipulated to exclude "back" button requests where the
viewer is simply using this technique to return to say the
search engine of his/her choice. I would suggest that
browser based activity reports are the desired way to go but
only where clear guidelines are set and this seems some way off yet.
David Holmes
Director Marketing & Communications
ABC Australia
========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
Larry Chase, ChannelSeven.com and ICONOCAST
Free sample chapter to
"Essential Business Tactics for the Net," by Larry Chase
http://LarryChase.com
---
Subscribe to the NEW ChannelSeven Newsletter - News, Ad Case Studies,
Mrkt Research, Turbo-Ad Resources, Event Info & People-On-The-Move...
EMAIL: ch7-news-request_at_list.channelseven.com with "SUBSCRIBE" in subj.
---
"This continues to be the 'coolest' and most informative e-mail
newsletter I get." Randy Haldeman, Director of Marketing, TEN-TV
To subscribe, visit http://www.iconocast.com
------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
