Georgia Institute of Technology's latest Internet User Survey is out and on the streets. Look it over carefully and update your Presentations and Proposal Boilerplate. Lots of useful illustrations and all they ask is that you credit them. In a recent issue, we discussed the manufactured fear about Java security that was being used to sell reports and tickets to a conference. The services broker advertising placements and heavily pitch their ability to increase the effectiveness of a dollar spent on advertising by correctly targeting an audience.
Advertisers pay fees according to a rate card and can choose targeting options .
The targeting categories are currently just an interesting beginning and the rate card appears to generate income for DoubleClick at great expense to the websites that carry ads. But, it's an interesting start. WebConnect is modeled like a more traditional medai placement firm. Their rhetoric about targeting is decidedly more ambiguous than DoubleClick 's. Given a choice, we'd probably try WebConnect first because their overal scheme is less pretentious, easier to understand and, in theory, would generate more revenue.