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as an ad domain
Places banners on software for online chats
By Marty Beard
After the attacks on the World Trade Center and the Pentagon, America's wired population dramatically increased the amount of time spent in online chats and forums.
Thirteen percent of internet users participated in online meetings and chats in the days following the disaster, compared to the usual 4 percent.
In many cases, especially for smaller sites, those forums are made possible through technology from application service providers, which administer software services to customers via the internet or a wide-area network from a central data center.
Application service providers tend to offer their services to smaller businesses that can’t afford to buy heavy-duty software packages.
One such company is Server.com, which furnishes free and low-cost community tools for web sites, and is well on its way to becoming a major ad domain through banners it places on its software.
For the week ending Sept. 2, Server.com was the No. 17 ad domain, delivering 23 million impressions and reaching 0.13 percent of the online population, according to Nielsen//NetRatings.
The small, Boston-based company, which was founded in 1996, first appeared in Nielsen//NetRatings’ rankings back in early August in spot No. 18 and has held steady ever since.
Server.com offers three basic types of services that it calls "WebApps." The WebApps offer a way for would-be webmasters who aren’t familiar with complex computer languages to offer features such as discussion boards, order forms, membership applications, online polls, guest books and personal calendars on their web sites.
For example, DiscussionApp 4.1, which Server.com calls a "CommunityApp," lets people establish message boards. And small groups and associations can put their calendars and schedules online with CalendarApp.
Server.com’s services are aimed at small businesses, groups and individuals.
The company says it delivers up to four-million page views each day to more than 100,000 users and about 50-million page views a month.
Server.com also hosts more than 5,000 email newsletters, which have 2.5 million-plus subscribers. About 20,000 web sites use the company’s services. Those sites range from a "Big Brother" fan page called "Joker’s Updates" to the Autism Society of Alabama.
The company’s services are free and supported by advertising that appears on the WebApp pages. For the price of $1 per thousand page views, however, the company’s services are available ad-free.
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Top 10 Advertisers |
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Advertiser |
Impressions (000) |
Unique |
Active |
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1. Microsoft Corp |
427,491 |
19,278 |
26.62 |
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2. AOL Time Warner Inc. |
312,301 |
25,508 |
35.22 |
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3. Yahoo Inc. |
279,490 |
18,790 |
25.94 |
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4. Providian Financial Corp. |
208,242 |
23,986 |
33.12 |
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5. Nextcard |
192,885 |
15,811 |
21.83 |
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6. Classmates Online |
163,693 |
17,170 |
23.71 |
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7. eBay |
142,268 |
14,019 |
19.36 |
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8. Cassava Enterprises |
102,950 |
14,110 |
19.48 |
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9. Sony Corp. |
95,931 |
17,683 |
24.42 |
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10. Bertelsmann Ag |
91,709 |
8,830 |
12.19 |
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Source: Nielsen//NetRatings |
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Top Ten Banners |
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Advertiser |
Impressions (000) |
Unique Audience (000) |
Active Reach (%) |
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1. Classmates Online |
97,952 |
11,327 |
15.64 |
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2. Providian Financial Corp. |
31,125 |
8,089 |
11.17 |
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3. DietSmart |
27,667 |
7,636 |
10.54 |
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4. Classmates Online |
21,560 |
7,526 |
10.39 |
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5. NextCard |
36,214 |
6,775 |
9.35 |
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7. Debticated Consumer Counseling |
22,819 |
6,692 |
9.24 |
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8. Columbia House |
13,037 |
6,338 |
8.75 |
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9. Providian Financial Corp. |
22,633 |
6,191 |
8.55 |
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10. Debticated Consumer Counseling |
20,926 |
5,933 |
8.19 |
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11. EDiets |
17,573 |
5,687 |
7.85 |
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Source: Nielsen//NetRatings |
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Top 25 Advertising Domains |
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Domain |
Impressions (000) |
Active Reach (%) |
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1. yahoo.com |
1,027,135 |
32.24 |
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2. msn.com |
1,001,192 |
30.74 |
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3. aol.com |
340,801 |
28.43 |
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4. ebay.com |
192,181 |
6.3 |
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5. lycos.com |
123,909 |
3.71 |
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6. aimster.com |
58,588 |
0.31 |
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7. musiccity.com |
138,072 |
1.69 |
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8. netscape.com |
91,241 |
6.58 |
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9. att.net |
42,694 |
2.6 |
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10. monster.com |
66,253 |
1.72 |
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11. pogo.com |
70,971 |
2.45 |
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12. netzero.net |
28,413 |
1.53 |
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13. compuserve.com |
25,222 |
2.73 |
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14. excite.com |
48,455 |
3.82 |
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15. go.com |
48,411 |
5.53 |
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16. cnn.com |
27,062 |
2.76 |
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17. server.com |
23,393 |
0.13 |
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18. msnbc.com |
24,784 |
4.28 |
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19. valueclick.com |
20,067 |
1.13 |
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20. cnet.com |
18,264 |
2.45 |
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21. audiogalaxy.com |
41,244 |
1.15 |
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22. fastclick.net |
14,120 |
4.09 |
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23. iwon.com |
24,559 |
1.49 |
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24. mapquest.com |
23,013 |
2.64 |
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25. bellsouth.net |
12,176 |
0.63 |
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Source: Nielsen//NetRatings |
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September 27, 2001 © 2001 Media Life
-Marty Beard is a staff writer for Media Life.
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