ダブルクリックが2006年5月に発行していた「Best Practices for Optimizing Web Advertising Effectiveness」より。
1. Adopt a Disciplined Framework for Managing Campaigns
2. Manage Reach and Frequency
3. Manage Reach and Frequency Through Strategic Media Placements
4. Manage Reach and Frequency Through Temporal Targeting
5. Avoid Spill by Targeting Geographically
6. Use Large Ad Formats
7. Use Rich Media and Video Ad Formats
8. Target Audiences With Appropriate Creative Treatments
9. Track "View-Throughs"
10. Measure Effectiveness Scientifically With Control Groups
1. Adopt a Disciplined Framework for Managing Campaigns
2. Manage Reach and Frequency
3. Manage Reach and Frequency Through Strategic Media Placements
4. Manage Reach and Frequency Through Temporal Targeting
5. Avoid Spill by Targeting Geographically
6. Use Large Ad Formats
7. Use Rich Media and Video Ad Formats
8. Target Audiences With Appropriate Creative Treatments
9. Track "View-Throughs"
10. Measure Effectiveness Scientifically With Control Groups