More Fun With Figures from the Ad Networks

As expected, the words about the new RelevantKnowledge ad network
report were barely out of our processor when along came a release from Flycast Communications Corp. boasting that
the figures show nearly 20 percent growth in a month for the firm.

RelevantKnowledge released the report but withheld the numbers, saying it
wanted to avoid controversy of the sort engendered by the recent public
battling of DoubleClick and LinkExchange over interpretations of Media Metrix
figures.

It’s a competitive business, though, and having fun with figures is always hard to
resist. Flycast headlined its release: “Flycast Has 3rd Largest Actual Reach Among Ad-Serving Networks.”

Flycast said its actual audience reach grew to 19 percent of the American Web
audience, the third largest actual reach among Internet ad networks in June.

“These results validate Flycast’s business model, proving that a large network of Web sites can effectively deliver wide audience penetration,” the company said, adding that its “rapid and continuing growth is tied to the trend of marketers demanding better results and measurable ROI from their Web ad campaigns.”

Naturally, the company failed to mention which networks were No. 1 and No. 2, but don’t expect that to stay a secret for long. Relevant Knowledge said its June Ad Network Report includes 24/7 Media, Burst! Media, DoubleClick, Flycast, LinkExchange, RealMedia and ZuluMedia. A spokeswoman for Relevant Knowledge said at least three of those networks are subscribers to the report.

Flycast, which has more than 400 sites in its network, went on to say a lot of
other nice things about itself, but provided no other statistics.