Re: ONLINE-ADS>> Mass Medium, Targeting?

Keith Pieper (kpieper_at_matchlogic.com)
Mon, 29 Jun 1998 16:46:46 -0600

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Ivan Weltman Wrote:

>One of the causes of lower click-thru rates is cash- busting. If a
>surfer visits three pages on a site, and they all have the same
>banner posted, cache-busting ensures that this is recorded as three
>impressions. There was a time when it would have been recorded as
>one.
>
>Of course, banner advertising rates are coming down too.

---

Of course, I must chime in and clarify to this point. Whether or not Ivan is
saying caching is bad or good, and whether or not (or rather to what degree)
it impacts click rates, the bottom line is that it is far more accurate to
count cached ads. I doubt you'll ever see the market go "back to the time"
when it was recorded as one, for the simple fact that proxy servers are
becoming increasingly prevalent from servers sold by the likes of Microsoft,
Sun and Inktomi. Secondly, when it comes to measuring ROI, especially in ROI
sales/deals (click, lead, sale, etc), the most accurate impression count is
necessary and only fair to both parties for accurate compensation.

-------------------------------------------------------
Keith Pieper
Idea Architect, MatchLogic
-------------------------------------------------------
The comments expressed here are not necessarily those of MatchLogic, Inc.


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