NONE: Re: ONLINE-ADS>> Limit difference in Third Party Serving?
Re: ONLINE-ADS>> Limit difference in Third Party Serving?
Jonathan Roy (roy_at_idle.com)
Tue, 15 Sep 1998 21:16:35 -0500 (CDT)
At 08:29 AM 9/11/98 -0500, Nicole Goldstein wrote:
>When a user first comes to Upside, the AdForce tag is called and AdForce
>counts the impression. AdForce figures out that the campaign it needs
>to serve is actually the agency's campaign and it issues the redirect.
>Then, the agency's ad server is called, an impression is counted on
>their end and the banner is served. The second time in, the AdForce tag
>will once again be called and AdForce will count the impression.
>However, the agency's tag (the re-direct) will at this point be cached
>(probably on a proxy server). The agency's ad server will never be
>called and though the impression will be served (from cache) it will
>never be counted. So, from the agency's point of view, you will always
>be under-delivered.
>
>Adding a random number to the end of the agency's tag will force the
>proxy server to view the agency tag as unique - therefore, the agency's
>ad server will be called and an impression will be counted on their end.
>We've found that when using AdForce, redirects without any cache-busting
>code can be off by as much as 40%. Once we added the cache-busting
>code, the discrepancy is reduced to about 5%.
>
I waited to point this out in case someone else did, and I
see you did. :) Yes, cache busting of this nature is quite
important. Flycast 3rd party ads have urls that end in
123456 and that should be replaced with a random (or unique
incrementing) number to try and break cache. I don't believe
we've ever had an ad from AdForce run. If so, not recently.
(Unless Flycast uses AdForce.) It should be possible for
AdForce to help make their banners uncached, or cached and
counted, with the right headers and so on.
If you are running an AdForce banner currently, try loading
the image url directly in Netscape and 'show info', and see
if there is a Last-Modified time. If there is, AdForces's ad
server should be contacted to see if the LM date has
changed. If the date hasn't, it'll come from cache, but
still be countable. I've see that behavior on our web sites.
I do an internal redirect to ads, and the LM dates get
passed which I didn't realize. I wrote an awefully long
email about this once, but it was too long to be accepted to
the list. Alas. :)
AdForce might also be able to use a no-cache header when
sending out the banner images. I haven't personally tried
this technique, however.
-Jonathan
Jonathan Roy <roy_at_idle.com>
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