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

George Williams (georgew_at_mailhost.onramp.net)
Mon, 14 Sep 1998 10:16:21 -0500 (CDT)

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For those of you who have been following this thread, I am a
media buyer who uses the problematic third party to serve
ads on Kim's site. Kim has asked us on the agency side if
we care to comment on Mark Welch's strategy for dealing with
reporting discrepancies.

Mark Welch wrote:

>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.

This is a simple solution indeed, but not one that nurtures
long term relationships between clients and web sites. The
third party ad server's numbers are the ones that get
reported to the client. We have a problem when those
impression numbers are significantly lower than what the
client has been invoiced for. You can hardly expect the
client to renew their contract if they feel they have been
over billed.

Kim, I sympathize with you. Reporting discrepancies are
frustrating for everyone. It's almost entirely due to a
lack of standardization in our industry. Moving to a third
party ad server at least established standardization within
our campaigns. Before then, I would have as many different
report interfaces as there were vendors on any given media
buy. Compiling those into cumulative reports became
unmanageable as my accounts grew. Agencies rely on third
party ad servers out of necessity. Until we have
standardization, we have no choice.

--
 George Williams
Online Media Buyer
      M2K

 ph. 512-447-3192
 fax 512-448-7769


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• Next message: Steven Heath: "Re: ONLINE-ADS>> Limit difference in Third Party Serving?"
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• Maybe in reply to: Kim O'Connor: "ONLINE-ADS>> Limit difference in Third Party Serving?"
• Next in thread: Steven Heath: "Re: ONLINE-ADS>> Limit difference in Third Party Serving?"

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