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In order to understand the various ways interactive ads are delivered today and how these different delivery methods affect measurement, CASIE asked Richard (Dick) Bennett of Audit Bureau of Circulations (ABC) to author a paper on this topic. Dick is the Senior Vice President of Audit Services for ABC and ABC Interactive. This paper will describe a number of different approaches of serving online advertisement banners, as well as different technologies which have been developed to deal with the measurement problems caused by caching. While a few definitions of key words have been included in this paper, a full glossary of terms (CASIE Glossary of Internet Advertising Terms and Interactive Media Measurement) is available through the Association of National Advertisers, Inc. Based on research fielded by ANA and CASIE, the buyers (advertisers and agencies) want accurate and reliable measurement of ads displayed. How that is accomplished is up to the trackers, measurers, and Web publishers, and neither CASIE, ANA, nor AAAA are supporting any specific methodology.

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Introduction This results in a response page displayed on the user s browser that has the exchange rates and a time stamp indicating how recently the rates were updated. The last two SSI directives, exec and cmd, made use of the fact that on Unix it is very easy to fork a child process, give it some work, and capture its outputs. These commands allowed essentially arbitrary programs to be run as child processes of the web server. These programs could generate dynamic content for pages. The SSI mechanisms became increasingly elaborate (and increasingly divergent across different implementations of web servers). Some extended SSI implementations allowed for conditional processing with tests on values of environment variables; allowing HTML pages to include server-side code such as the following code that customizes a page according to the location of the client:

Operations management consoles and related software suites are used to organize and manage complex processing environments efficiently and affectively, at least that is what the sales brochures say These tools typically use agents placed on individual processing systems to keep tabs on the health and maintenance of these systems, reporting to the main console via Simple Network Management Protocol (SNMP) A single console then can track adherence to the predefined business rules and monitor job functions by querying the agent for a status and heartbeat signal Messaging provides for the notification of problems to those remote from the system via email or pager (for example, to get someone s attention to situations that are outside of a defined allowable range).

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The deployment criteria for a successful installation of operations consoles are that all of these rules need to be defined by persons intimately knowledgeable with the business processes, the system s configuration, and the IS organization s management philosophies The other issue is this is a slow developmental process, not a big bang implementation It usually involves a gradual deployment of agents and the tuning out of false positives It also includes developing new IS business processes and changes in job functions and responsibilities All of this occurs with a backdrop of pressure to show success and provide value for a complex and expensive project When performing the assessment of a processing system that utilizes one of these operational centralization tools, there are many items to add to your review task list Let s first cover the acquisition and implementation process review.

One of the greatest mistakes that even experienced investors make is buying cheap securities just because they are selling at a low price. Although in some instances stock demand may push the stock from a small pershare price of say, $5 or $10 a share to over $100, many of these low-priced stocks later sink into oblivion by going into receivership, or else they struggle for years and years, with only the slightest prospect of ever returning a pro t to their shareholders. In selecting securities, it is essential for an investor to determine which industries or groups are in the strongest position, which are less strong, and which groups are comparatively weak, very weak, etc. The speculator should not plunge into cheap stocks in depressed industry groups just because the stock may appear to be a bargain. Stay with the powerful, healthy Industry Groups.

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