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Subject: UKNM: RE: UKNM Digest V1 #327
From: Ian Tester
Date: Fri, 3 Dec 1999 11:44:20 GMT

John wrote:

"1. There have been several sites where I have responded to a banner - on
clicking the banner the connection has failed and I never made it through to
the advertiser (a criminal error if there was one to be made!). Usually this
is because the company holding the banner has got a slow ad server(s)
(Anyone prepared to give a better explanation for this one?). Annoyingly
this mistake has been made by some of the higher traffic / profile sites."

I used to do a lot of analysis of online advertising, and one
to-remain-nameless largish ad sales house at one point in 1998 failed to
connect their clients' banners through to their sites pretty consistently
(can't remember the exact figure, but it was beeeeeg) for a 3 month period .
. .as far as i could work out, it had to be incompetence. . .and lack of QA

Continuing in a cynical vein, when buying advertising once from 2 of the
biggest online properties (both top end of top 50 trafficwise worldwide) we
decided (for a laugh, natch) to do some fairly detailed log analysis - which
revealed a large amount of clickthroughs coming in bursts . . . from inside
the building of the company we'd bought the ads from . . .ahem! that
naturally had nothing to do with the "guaranteed clickthrough rate" that we
negotiated with them. . .

maybe it's all got a lot better since then . . . ?


Ian Tester, Business Development - boo.com
boo.com Group Ltd, 5-7 Carnaby Street, London W1V 1PG
T +44(0)20 7950 2438 M +44(0)7880 557692 F +44(0)20 7950 0951 E
ian [dot] testeratuk [dot] boo [dot] com

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