NONE: Re: ONLINE-ADS>> Campaign Auditing vs. Fraud
Re: ONLINE-ADS>> Campaign Auditing vs. Fraud
Terrell Mitchell (terrellm_at_usit.net)
Mon, 16 Nov 1998 13:26:48 -0600 (CST)
Chris Elwell brought up the point of click throughs. That is
a good point and one I had thought of. While getting the
pages from my server, it would be also easy to randomly go
to the other sites. Since the rate is so low, that would be
a minor amount of extra work on the spoofing software.
I agree with you that no reputable company would do this. I
would also never do this type of stuff, except maybe as an
exercise and would never use it in a fraudulent manner. But
I am not the only person with this skill.
I bring this up because Mark Welch orginally made the
comment on how he has to keep working to stay ahead of the
cheats. My point is that if they are serious about cheating
and do it "right", he cannot stay ahead of them. He cannot
even catch them.
About no reputable company doing it, how does the customer
know? Do they just take their word? What types of audits can
be done to catch this? It only takes a couple of instances
of this happening to really turn off the advertisers. The
ones most likely to get out because of these issues are the
ones spending the real money. They are who we need. If I
only risk $100, it is no issue to me. But if I am buying a
$50000 campaign, I want to make sure it is all legitimate.
Now, going through the agencies like DoubleClick and 24/7
helps. But how do you know they are not being defrauded? You
don't!
Schemes are already changing. Paying per click through, per
thousand , whatever. I believe it will all change in the
future.
The promise of targetted advertising is what advertisers are
after. Just having views does not give them that. There is a
model that already works for them. It is called magazine
subscription auditing. I believe the advertisers will
migrate toward sites that deliver a particular number of
people from the target audience. They will want audits of
these subscribers to make sure they really visit the site.
Possibly by having audit agenices do random emailings to
make sure they really do subscribe. They will pay based on
some combination of how many readers they deliver and how
many pages the reader looks at. I hope the audit agencies
and brokers are staying on top of where the advertisers are
going, since they need to have the programs in place to
support them.
I believe that for most advertisers, doing branding,
sponsorship of pages makes the most sense. There ad would be
the only one on the page for some period of time. Not
rotating with others. They could even do a different size ad
since it is not rotating to various places. It could be
built with the page being sponsored in mind. Just like doing
an ad for a magazine. They don't put the same ad in every
magazine, doesn't work.
Terrell Mitchell
<terrellm_at_usit.net>
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