Re: the industry *hush* over banner caching

From: Tom Kuegler <kuegler_at_skyline.net>
Date: Wed, 13 Jan 1999 13:29:57 -0600 (CST)

I really don't believe that ad caching is as big an issue as
some have made it out to be, provided that you are using a
quality ad serving solution.

In some discussions with our technical developers here, they
tell me that less than one percent of the ads that are
served with our product are subject to caching. This is a
standard statistic for anyone that may be using a quality
serving solution that is SSI capable. We use three
different methods to ensure that caching is held to a
minimum.

Were caching becomes a bigger problem is with people that
use static HTMl type ads, i.e. most of the third-party
serving solutions. Most of these do not implement any type
of "cache busting" techniques. In these cases caching can
be a pretty big issue for impressions.

What has already been brought up though is that although
caching has an adverse effect on impressions it actually
helps CTR.

Tom Kuegler
Director of Operations
SpinBox <http://www.spinbox.com>
The complete content serving solution.


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Received on Wed Jan 13 1999 - 14:12:31 CST