NONE: Re: ONLINE-ADS>> Tracking Software for HTML Banners
Re: ONLINE-ADS>> Tracking Software for HTML Banners
jbyrne_at_doubleclick.net
Tue, 20 Oct 1998 11:41:24 -0500 (CDT)
AT 05:22 PM 10/16/98 -0500, RANDY RACIOPPI WROTE:
>I am looking for a banner tracking software solution that has the
>capability of tracking HTML banners.</snip>
This actually shouldn't be as difficult as some posts have
indicated.
With DoubleClick DART, we have developed a tag that allows
us to associate an any user action (click, pull-down,
search) with an advertisers particular ad placement. So,
with an HTML/Java-Script banners, we will deliver one image
to count impressions and then associate every and any user
action with a click against that impression. This allows us
to provide very accurate banner performance reporting.
We have also used this method to do some very interesting
performance tracking with online sponsorships. When we
develop a mini-site for a sponsorship, we use this tag to
determine total user response on a page (we tag every link
with a DoubleClick click-through tag). So, we can report
total impressions and total click-throughs for co-branded
pages and mini-sites. While not all sponsorships are about
generating traffic, for those that are, this can be a very
effective performance indicator for the Agency & Client.
Anyway, I imagine most ad serving solutions should be able
to support a similar tagging syntax.
Jamie Byrne
Online Marketing/Sponsorship Development
DoubleClick Inc
jbyrne_at_doubleclick.net
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