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Re: the industry *hush* over banner caching
"MARC J. RAUCH" WROTE:
> Un-reported ads, precipitated by the use of proxy servers,
> etc, is an enormous problem for those of us who actually
> have to rely on ad revenue to operate our businesses...
> We've estimated that we've lost several million
> dollars in advertising revenue from unreported ads over the
> last 3 years.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Well, I too hope that the industry overcomes the technical obstacles
preventing us from truly knowing how many imps are being served, for
reasons of reporting and knowing and planning.
But common sense and a knowledge of how corporate budgets are
conceived and executed tells us that the above is false.
Ad-driven sites who think proxy servers caching their ads are costing
them big bucks in lost impression buys are misguided. Buyers won't --
can't -- spend more just to buy all those extra caches they used to
get for 'free.' They'll only spend what they can spend. They'll get
more imps at a lower CPM, they'll become acclimated to lower CTR, but
they'll spend their budgets and that's all.
--Brian Alpert
Manager Internet Marketing
Telogy Networks Inc.
<http://www.telogy.com>
<http://embeddedsoftware.com>
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Received on Mon Jan 11 1999 - 20:26:43 CST
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