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.