LETTER TO THE EDITOR: Misstatements in 'Ad Cost' BTB Story

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I read with great interest your article, "Engage Web Sites Lower Ad Costs for Industrial BTB Companies" (http://www.dmnews.com/archive/2000-07-24/9482.html). Unfortunately, B2BWorks was not contacted for the story, and it contains several misstatements about our business model.


The article inaccurately stated that the B2BWorks' network offers "only one or two Web sites in all of those [70 vertical] markets." Our network, consisting of more than 300 content-rich business-to-business sites, contains exceptionally deep verticals with as many as 20-plus sites each. Excellent examples include our manufacturing, small business, agriculture and telecommunications verticals. More importantly, many of our network's sites are those of legacy publishers whose trade publications have expanded online.


Another clarification relates to optimization. We work with our customers to make sure their advertising placements are optimal based on their objectives. B2BWorks' optimization can be click-based for response-driven campaigns or impression-based for branding campaigns.
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