On Mon, May 02, 2005 at 08:48:12AM -0700, Walter Underwood wrote: > > Counting impressions is essential to their trade, and you'll find > > that it is industry standard practice. > > Make that "was essential", and "should be a dying practice." Ads > have moved to results-based billing, paying for clickthrough and > conversion.
That's an awfully broad statement, which isn't borne out in practice. Clickthrough isn't a terribly good metric for success, so it isn't going to maintain its image as a good basis for billing. Conversion is more interesting, but is a much higher risk for publishers to book against, especially on smaller brands. I strongly suspect that per-media booking (for instance, booking by the thousand impressions) will be with us in some form or another for some time to come. Besides, as has been pointed out, even if you do book against raw click volumes, your only way of figuring out whether this was the best value you could have made out of your property is to calculate the clickthrough rate, which requires some measure of per-media recording. James -- /--------------------------------------------------------------------------\ James Aylett xapian.org [EMAIL PROTECTED] uncertaintydivision.org
