I can help a little with some these (I have been thru the mill with the
ad networks):
"Rate Card CPM" is the retail/published cost per 1000
impressions/displays (usually for banner ads, but can include text
links, page sponsorships, etc.) The rate card part suggests that
someone with sufficient clout, $$, or negotiating skills could get a
discount. It's also usual for ad agencies to get a 10-15% discount off
rate card when buying for their clients. CPM rates run from $2 or so
for run of network ads on a lot of small sites (Burst, Safe-Audit) to
$50+ CPM for some of the major portals and some highly specific niche
sites.
"Cost per Transfer" is, I think, what is called Cost per Click in the
bannerad world. This is a payment per visitor who clicks thru from
your site to theirs. There are some losses (failed tries) due to
network traffic, site down, abandonment, etc. so you have to manage
discrepencies between their inbound logs and your tracking software.
Current CPClick rates run from $0.02 (on GoTo and ClickTrade) to as
much as $0.50 on Burst. CPClick puts more risk on the site owner and
makes it important to review the banner/text and make sure the ad/link
is displayed in an appropriate content setting. I usually set a trial
run for any CPClick ads I accept to track returns and calculate
effective CPM. It's amazing how many companies want to run "branding"
ads with their 800 number or URL prominently dispayed and then pay per
click. If a CPClick ad doesn't have a good offer (FREE, WIN, INFO)
it's not likely to generate strong traffic.
I have no idea what "conservative RECO" is - maybe this is ad agency
terminology that Suzanne could help with? My only guess would be
something to do with average traffic or click-trhu percentages.
Sanford Carr
Site Manager
Art and Craft Shows (dot) Net
http://artandcraftshows.net/
On 6 Mar 99, at 1:07, E. P. Walker wrote:
> I received an offer to submit a proposal for exchanging a link on a short
> term basis with a company whose products are compatible with one of my
> sites. This is the first time such a thing has happened to me and I do not
> know how to respond. I especially need help understanding what the company
> means when they request a "RateCard CPM", a conservative RECO and
> information about whether or not we sell on a "CPT" (Cost Per Transfer)
> basis. Anyone out there with this type of experience who can offer
> advice/help? Thanks in advance.
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