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Technology Stocks : America On-Line: will it survive ...?
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To: lawrence lerner who wrote (9541)4/16/1998 12:45:00 PM
From: rhet0ric  Read Replies (1) of 13594
 
In addition to who reads the ads, the issue is also how many individual members buy.

Depends on the ad model. Doubleclick, for instance, offers a variety of models. Doubleclick Direct is as you describe. But the regular Doubleclick model, which is by far the largest, is for advertisers to pay per view of the ad.

The list of how aol is able to manipulate numbers is quite extensive

Any serious advertiser would require audited numbers. Like you, I don't trust AOL management. But I doubt that they could get away with something like this with any serious advertiser.

rhet0ric
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