- From: Rob Hartill <robh@imdb.com>
- Date: Mon, 24 Mar 1997 22:55:49 +0000 (GMT)
- To: HTTP-Working Group <http-wg@cuckoo.hpl.hp.com>
On Mon, 24 Mar 1997, Koen Holtman wrote: > Rob Hartill: > > > [...] > >Caching ads is very bad news for people selling ads on a per impression > >basis. If a content site has to redirect to an ad network then it will > >either have to cache bust everything or waive goodbye to 30-50% of their > >revenue OR 30-50% of their ad serving capacity. > > Hmm, you lost me here. How does the cache busting by the content site > affect the counting of ads sent by the ad network site? If you don't go out of your way to cache-bust, the number of ads served (redirected) by the content site will be 30-50% larger than what the network site will receive due to clients/proxies NOT caching a 302 redirect but caching the network provided ads. These figures are empirical.... found the hard (expensive) way. > >I can't see network sites trusting the content sites to report accurate > >impression counts, > > Then we have a different opinion. I can easily see this level of trust > happening. It'd also mean networks giving up far too much control over the system. That's a tough pill for them to swallow.... assuming of course they will try to maintain user tracking in the future. > Anyway, I think that the value of ad rotation and user profiling is vastly > overrated. I agree with you there. > Of course, it is in the best interest of ad networks to overrate > the added value of these things: they are currently the ones who get paid > for adding this value. I agree there too, the added value should be questioned by the advertisers. They do however provide a valuable source of income or additional income for many popular sites. Anyone who has tried selling advertising for a site will know that it's tough competeing with the big players.. letting a big network do all the work is great. I just hope that stomping on their cookies doesn't lead to complicated/expensive alternatives - that's bad news for everyone - can they afford to ditch user tracking ? ...we'll see. -- Rob Hartill Internet Movie Database (Ltd) http://us.imdb.com/Oscars/oscars_1996 - hype free Oscars (R) info. http://us.imdb.com/usr/sweepstake - Win a 56k X2 modem. Free draw.
Received on Monday, 24 March 1997 15:51:35 UTC