Re: ONLINE-ADS>> Isn't Cache Busting Based On Misconception?

Michael Tanne (michael_at_tanne.com)
Sat, 14 Mar 1998 21:58:49 -0800 (PST)

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At 9:22 AM 3/12/98, Dirk Lotze wrote:

>Has anyone considered that there are many situations, where pages are
>requested and never viewed at all?

Dirk raised several good points. This thread has focused on the techniques
for getting at accurate impression counts using cache-counting vs.
cache-busting, but there are many other efforts where the focus is on the
value of targeting, lead generation, and actual transactions as opposed to
just impressions, just as Dirk suggested.

However, getting accurate impression counts is still a meaningful
objective, and it is the most basic measure of advertising reach, which is
what advertisers have measured for decades.

As for page views vs. files requested by some other machine, it is
important to distinguish the difference where possible. At IMGIS, we
filter out spiders, crawlers and the like from our impression counts.
Other ad servers probably do as well.

Another case is off-line browsing. If a client has downloaded pages for
future browsing off-line, those impressions don't typically get counted.
However technology does exist for counting those impressions offline and
uploading the counts to the ad server the next time the user returns. We're
more likely to see this capability come online if push technology and
off-line browsing become more commonplace. On the other hand, with flat
fees, users are staying online more, even when at home, so off-line
browsing may never become an issue.

For now, Dirk, advertisers absolutely want the impression count. Most are
basing their whole business objectives on impressions and click-through and
they make a big deal about getting as accurate info as possible.

Targeting and transactions will become more and more important, however.

Michael

Michael Tanne
michael_at_tanne.com

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