FreeLoader sets pay-per-download ad campaign

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FreeLoader, a "push" technology company, has launched a Web advertising campaign in which it pays sites $1 each time a person clicks over to the FreeLoader site and downloads its software. Microsoft Corp. launched a similar program for its Internet Explorer browser last month (AA, March 3).

The FreeLoader ads appear on sites including GeoCities, Counsel Connect, Get Rich Click, Go Florida, Sports Fan Online and Moms Online. Most Web advertising is purchased on a cost-per-impression basis, but advertisers like FreeLoader believe cost-per-download is more accountable.

Cost-per-download is also controversial, because it places more of the burden of that accountability on the site accepting the ad. In the case of the Get Rich Click ad, part of a Yoyodyne Entertainment game, FreeLoader is one of a series of text links on the home page. Clicking on the link leads to a FreeLoader download page. But there's no apparent way for Yoyodyne to influence whether a user decides to download the software.

Copyright April 1997, Crain Communications Inc.

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