NONE: Re: ONLINE-ADS>> Limit difference in Third Party Serving?
Re: ONLINE-ADS>> Limit difference in Third Party Serving?
Mark Welch (MarkWelch_at_MarkWelch.com)
Thu, 10 Sep 1998 05:48:47 -0500 (CDT)
Kim O'Connor asked how to deal with advertisers and agencies
who demand the use of third-party ad servers that count
fewer impressions than the AdForce software that Upside is
using.
I have a pretty simple solution: tell your advertisers that
you sell advertising based on your measurement tools, and
that although they are welcome to add another layer of ad
serving technology, it is solely for their tracking use and
will not alter or effect the ad rates or deliveries. If the
advertiser decides that they are not getting the results
they want based on their tool, that's fine, but as Kim
notes, it is not fair to the web publisher or other
advertisers if one advertiser undercounts and demands more
inventory for no extra money.
I charge $35 to $55 CPM for advertising at my site, and I
base the rates on MY server's tracking. Several advertisers
use third- party ad serving tools, and I'm sure they reveal
different numbers than my server (probably in BOTH
directions). But I don't sell ads based on how the
advertiser counts, but on how I count. (Note that I
generally sell page sponsorships, and price the ads based on
an estimate of traffic based on past months, so I do usually
over-deliver -- but I suppose the best measure is that most
of my advertisers come back for more (and the ones who use
third-party ad tools seem more likely to keep buying ads at
my site).
It looks as if I will be in a complete-sellout position for
the current quarter at my site -- although I am still
awaiting a few of the checks (I require prepayment, another
demand that makes agencies unhappy).
-- Mark J. Welch, "Web Site Banner Advertising"
-- http://www.markwelch.com/bannerad/
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