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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