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CASIE group debates Web ad models

Published on .

Some of the biggest names in the interactive marketing world gathered in New York on Thursday to discuss how agencies, advertisers and content providers could work together on the Web.

The meeting, sponsored by the ad industry's Coalition for Advertising Supported Information & Entertainment, brought together top executives from CKS Partners, Modem Media, Grey Advertising, DDB Needham Worldwide, General Motors Corp., Procter & Gamble Co., The New York Times, Starwave Corp., the American Association of Advertising Agencies, the Association of National Advertisers and other companies.

Of primary interest: the comments of P&G's Darrell Sims, who is spearheading the marketer's Web advertising drive. P&G's actions have been closely watched since the marketer started buying ads on the Web but demanding payment on a click-through rather than a per-impression basis. Several Web sites have refused to work with P&G on its terms.

Mr. Sims, said one agency executive who attended the closed meeting, said "exactly what P&G has been saying all along."

Also a topic of heavy debate: whether measuring eyeballs, or impressions, is even important in Web advertising. A sizeable contingent, mainly agency and advertiser executives, argued that eyeballs are "among the least important" measurement of Web advertising effectiveness, said one executive attending the meeting.

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