Updates/Media and Technology; Software to Track Business Prospects ...
`
`http://www.nytimes.com/1997/10/06/business/updates-media-and-techno...
`
`This copy is for your personal, noncommercial use only. You can order presentation-ready copies for distribution to
`your colleagues, clients or customers, please click here or use the "Reprints" tool that appears next to any article.
`Visit www.nytreprints.com for samples and additional information. Order a reprint of this article now. »
`
`October 6, 1997
`
`By SETH SCHIESEL
`
`One of the biggest fetters on the growth of advertising on the World Wide Web has been advertisers'
`uncertainty about how many people are actually seeing the banners and other visual gadgets they are
`spending to promote.
`
`Many Internet service providers and big organizations that provide access to cyberspace make copies
`of popular Web pages, like Yahoo (http://www.yahoo.com), for instance, and serve them up to their
`users instead of having them clog the Internet with repeated requests for the same material.
`
`The problem is that to the administrators of the Web page, the copying seems to be a single visit when
`the page may eventually be seen by thousands of people. That practice, known as caching, has
`disturbed advertisers and people who sell advertising on line because they have little way of knowing
`what they are getting (or selling) for their money.
`
`This week, a small company called Matchlogic Inc. (http://www.matchlogic.com) plans to introduce
`software that it says will solve the problem, allowing accurate counts of how many people see a Web
`ad.
`
`The software has the backing of a giant advertiser, General Motors, and of the Audit Bureau of
`Circulations, which certifies the reliability of circulation figures of printed publications and now of
`Web sites.
`
`''We went in and did a review of their technology and after agreeing that their technology did what
`they were claiming it did, we are now in the process of setting up to audit it,'' said Dick Bennett, the
`bureau's senior vice president for audit services.
`
`Philip Guarascio, vice president and general manager for marketing and advertising of General
`Motors' North American operations, said, ''This technology is going to give us what we think is the
`most accurate headcount, and that will let us evaluate our current and future investments more
`accurately.'' SETH SCHIESEL
`
`Copyright 2015 The New York Times Company
`Back to Top
`
`Home
`
`Privacy Policy
`
`Search
`
`Corrections
`
`XML
`
`Help
`
`Contact Us
`
`1 of 1
`
`5/17/2015 4:40 PM
`
`AHBLT-2002.001
`
`