NONE: Re: ONLINE-ADS>> cache counting standards
Re: ONLINE-ADS>> cache counting standards
Bob Stewart (rstewart_at_vmirror.com)
Wed, 17 Jun 1998 09:16:02 -0400
Matthew wrote:
>> >The fact that page views resulting from "back" button requests is a
>> >deliberate feature. The user has seen these pages, so they should be
>> >counted.
I wrote:
>> Does your system actually know if the ad was within the viewable page?
Mathew responded:
>AdMeasure counts an ad view whenever an ad is rendered by the browser.
>It doesn't care whether the user scrolled it off the screen. We thought
>this issue through quite a bit while working on the design of
>AdMeasure.
>
>Banner ads are invariably placed at the top of the page...
Yes, they usually are placed at the top of the page. And when a user loads
that page for the first time, she will definitely see the ad. However,
when a user uses the back button, she will be returned to the point in the
page where she had been last. If she had scrolled halfway down the page,
she won't see the ad at all in this second viewing.
I think there's a similar problem with the duration measure. If someone
spends 5 minutes on a page, it's probably because there was a lot to read
and they will be scrolling down the page. You may know that the page was
viewed for 5 minutes, but you have no idea how long the ad was in the
viewable area.
Right now, your method would only yield accurate results if the page were
small enough that the ad was always in the viewable area or the ad was
within a frame.
It would be great if we could have a non-scrollable part of the screen at
the top, or bottom, that didn't involve all the problems that frames present.
Please understand, I am not faulting your system. I just wanted to point
out that while using log files is highly inaccurate, at this point, most
other systems have their biases too. I have a feeling that eventually
changes in browser design will render any problems with your system moot.
One last note. I think Yahoo is one of the very few sure things on the
Internet. It is a very well run company. But they do not sell out their ad
space. When their last quarterly statement came out, I did some math. This
is not very precise, but on average Yahoo took in $.0044 per page served.
When you consider that number includes the revenue from Amazon, etc., it's
not a particularly impressive CPM. What makes Yahoo a well run company is
that it spent a mere $.0033 per page served. No one company can determine
the market price or demand for its product. But it can determine its costs.
Bob Stewart
The Virtual Mirror
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