Web 2.0 effect on Ad Measurements

When I was at ad:tech earlier this month I was wondering about this: Will AJAX Scrub IAB Impression Guidelines?. The IAB is just now getting agreement around the web on measurement and auditing, a project I remember working on at IBM almost six years ago. With AJAX and other dynamic techniques, it's possible for a user to "sit" on a single page for quite awhile. Do you count that as one impression? Do you report the time spent on the page (not counted in the current IAB standard IIRC)? Do you rotate ads?

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From: Klaus Johannes Rusch
Date: November 28, 2005 12:02 PM

The page view concept should be applicable to most AJAX applications as well, even though they don't load new page. A discrete user action that results in a signficant state change can be considered a "page view", for example saving a text document, attaching a note etc. Whenever a "page view" event occurs, advertizing areas can be refreshed (I dislike the term rotation since it implies looping or the auto-refresh of banner ads used in the early days). Advertizers increasingly focus more on business results -- subscriptions, sales leads, orders -- instead of pure Web metrics, and rightly so. Combined with pay per click or pay per transaction models, impression counts become pretty much irrelevant.

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