ONLINE-ADS>> Controversy between Burst and IAB

richard_at_tenagra.com
Tue, 5 May 1998 14:17:12 -0500 (CDT)

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Hey all,

There is controversy a'brewing.

Last week I read an article in The Standard:

Dispute Breaks Out Over Net Ad Revenue Figures
The Standard
http://www.thestandard.net/articles/issue_display/0,1261,98,00.html

Burst Media has done its own estimation of online ad spending last year and
says the IAB figures are way too high. Burst claims their research puts it
at about $336 million, versus the IAB's $906 million.

The principal criticism Burst has with the IAB fails to differentiate
between real dollars and barter/trade dollars.

One anonymous ad sales director is quoted in the article as saying
(refering to the IAB study):

"Whenever a study is funded by a bunch of of publishers, you get skewed
results."

Any opinions?

richard

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richard hoy
moderator, online advertising discussion list
vice president, marketing and client promotions
the tenagra corporation
http://www.tenagra.com/
p: 281.480.6300 | f: 281.480.7715 | e: rhoy_at_tenagra.com
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