RE: UKNM: Internet advertising - abuse of hit rates

[Harry Parkes]

Jo, are you talking about publishers who sell on a time basis or

cost-per-thousand impressions?


As Mat pointed out, as most publishers sell on the cpm basis inflating their

site's hit rates doesn't really do them any favours - unless they are

selling space on the basis of the a amount of time the ad runs.


I also tend to find that most publishers selling on cpm seem to be trying as

hard as possible to prove the veracity of their data regarding site usage

and visitor profiling.


+++ From a recent NY Times article on the subject:

The fact that Internet traffic measurement is in the early stages of

development is probably the one factor that everyone agrees on. "We have to

start somewhere and work toward the height of accuracy," said Mark Bernstein

of CNN Interactive. "I don't think there's going to be a simple solution for

the next year or two."


Should be fun :)


> I'm sure everyone else will pitch in with a response to this. Almost

> certainly, Mr Foan of ABCe will have an answer.

>

> My experience is not the same as yours -- the media owners I deal with do

> their best to be accurate (some are *beginning* to offer campaign auditing

> -- rather than the rather less useful Site Audit).

>

> My concern is *why* you want this information? If it's for media purposes,

> you only *really* ned to know how many times your ad was shown.

> If you don't

> trust 'em, put the ad and script on your own server.

>

> Incidentally, if you have a slow server, then reported click-through and

> referrer logs won't match... (they never do, really, but the

> disparity will

> be higher).

>

> M.

>

> > -----Original Message-----

>

> From: Jo [jocan-u-hack-it [dot] com (mailto:jocan-u-hack-it [dot] com)]

> > Sent: Friday, September 04, 1998 9:23 PM

> > To: uk-netmarketing (E-mail)

> > Subject: UKNM: Internet advertising - abuse of hit rates

> >

> >

> > On the topic of Internet advertising, is there any means of verifying

> > whether site owners are being accurate about their hit rates?  In my

> > experience, exaggeration and outright lying are rife - as is

> > the tendency

> > to count total hits (with graphics and called frames), rather

> > than total

> > visitors.


> >

> >

> > _____________________________________________

> > Jo @ CAN-U-HACK-IT

> > Internet and Publicity Services