ONLINE-ADS>> Limit difference in Third Party Serving?

Kim O'Connor (koconnor_at_upside.com)
Tue, 8 Sep 1998 19:29:25 -0500 (CDT)

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We have been getting more and more requests from agencies at
Upside.com for third party ad serving.

While I understand the need for an agency to have their
reports be consistant....I am having a bit of trouble with
the sometimes huge (IMO) differences in the number of
impressions their software and ours (Ad Force) comes up
with.

Especially with Ad Knowledge, as they count differently then
most (all?) other major options out there.

I have limited inventory and a very highly tageted audience
(executives and high level managers at high tech companies).

This means I actually sell out my inventory.

When I end a campaign that was served by a third party I end
up owing impressions....the difference has been as much (so
far) as 33% (Ad Knowledge) on impressions and 16% on click
throughs!

I have no idea how I can manage inventory, and not end up
short if I must make good all these impressions in the
following month.

QUESTION:

What do the agency folks think about limiting the difference
to say...15-20% as far as make goods are concerned? I don't
know how else I can know what I have available to sell!

REQUEST:

Will all the ad serving software companies finally get
together and decide on ONE definition of an impression (ad
views seems the most fair as long as cached impressions are
also counted) so this industry can take off and we all can
benefit...especially the clients, they are the ones we all
work for right???

~~~~~~~~~~~~~~~~
Kim O'Connor
Online Sales Manager
Upside Media
2015 Pioneer Court
San Mateo, CA 94403
koconnor_at_upside.com
650-577-2557

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