NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
Andy Bourland (andy_at_clickz.com)
Tue, 29 Sep 1998 11:36:29 -0500 (CDT)
In response to Brad Byrd who said...
>|
>|I received several similar emails directly. Content
>|providers (host sites) all have the same complaint --
>|basically, they get ripped off when they try to implement a
>|CPA model because the advertiser acts like they get a
>|freebie, and there is no motivation for the ad buyer to
>|provide quality content. Hmm. Sounds to me like these
>|content providers need to better qualify these deals before
>|they sign them. However, this argument does not effectively
>|dismiss the concept.
Brad, there ARE no good CPA deals out there... With all this
discussion, don't you think someone would have spoken up by now
who has profited by carrying CPA ads on their site?
>|Hello?! Maybe these content providers should INNOVATE. Try
>|this: set a bottom line CPM, with a target CTR and CPA
>|bonus built in (whew, talk about an industry slang-fest).
Perhaps you and the rest of our DM friends on this list could
answer a more basic question: why is it the Site Publisher's
responsibility to provide ANY guarantee of results?
The assumption you carry with you is that DMers should take no
risk whatever, no responsibility for their own marketing efforts
beyond a modest "reward" <perhaps a doggy biscuit?> for the Site
Publisher who carries the ad, and the risk, and provides the
audience.
So could you explain to me why I or any Site Publisher should
carry the risk and expense so that Ginsu can sell more knives?
Andy
------------------------------------------
Andrew Bourland, Publisher
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