IP: net advertisers are growing up

[Dave Farber <farber@central.cis.upenn.edu>]

YAHOO! CAVES IN ON P&G WEB DEAL
Proctor & Gamble recently joined the madding crowd of companies advertising
on the World Wide Web, but it cut a better deal than most when it told
Yahoo! it would pay only when a user actually used its ad to click to P&G's
own Web site.  Most companies pay based on the number of "eyes" that view
their ad, similar to the way TV and print advertising is priced.  "People
think Yahoo! has put a stake in the heart of the industry," by agreeing to
P&G's terms, says a VP at Lycos, which turned P&G down.  WebTrack
Information Services says only about 1% to 2% of Web ads are compelling
enough for viewers to want to investigate further.  (Business Week 3 Jun 96
p44)