We’ve written about this a couple times before — Ajax improves the user experience by dynamically serving content without page loads, yet it decreases page views and ad impressions in the process. Many publishers are pushing for better ways to measure traffic and ad value. Now Nielsen//NetRatings is planning to publish a new “total time spent†metric with its June report, and the IAB plans to release its insight on the impact of Ajax in the next several weeks. Stay tuned, this issue is just heating up.
Adds Ed in comments: “We’ve decided here that the replacement for ‘pageview’ when determining ad delivery and metrics is ‘ontological state-change.'”
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