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Subject: Re: UKNM: ad targeting techniques
From: Sam Michel
Date: Mon, 11 Oct 1999 20:06:26 +0100

At 14:52 11/10/99 +0100, Jon Curnow wrote:
>> Over the last 2 years (approx.) the big US advertising networks have shifted
>> from content based targeting to targeting based on sophisticated personal
>> profiling techniques. Over the same period average click-thru rates have
>> fallen from 3% to 1%. Are the new techniques proving effective

[msg chopped]

>A two-thirds drop in the click rate would be OK if those that DO
>respond actually follow through.

This reminds me of a debate I used to have frequently when the first
serious debates about the effectiveness of banner advertising reared their
heads? What is perhaps more interesting is what I hear from colleagues
about sites buying banner impressions on a click-through basis i.e. only
paying for click-throughs.

Many of the banner affiliate schemes operate this way, as banner inventory
grows and sites have a smaller and smaller amount of sold inventory will
cost-per-click-through rear it's head?

Toodle Pip


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  UKNM: ad targeting techniques, Kevin Rice
  Re: UKNM: ad targeting techniques, Jon Curnow

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