The number of pageviews on a website is an important metric used by internet marketers to gauge the fitness of a particular property for media buying. Newer web applications like AJAX and similar web development techniques that allow data to be updated on a web page without needing a page reload has thrown a standard deviation wrench into existing fitness equations.
Web developers utilize AJAX to increase usability and enhance the user experiencing. With AJAX applications, a user can actually spend significant time on a website without ever causing a new page reload. Pageviews was (and still is) an important gauge of how active users are on a particular website. However, the birth of pageless web techniques also mean that time spent on a website has become as important a metric as pageviews in determining traffic quality.
Does this mean CPM rates need adjusting in future advertising deals?
My guess is yes. Well, at least it should be – especially for websites supported by AJAX and other similar pageless technologies. The best case scenario would be for developers to come up with quantifiable data that can measure the activity or engaged-ness of AJAX applications. Coupled with pageviews and time spent on site, internet marketers can then consider adjusting CPM pricing to suit.
So for all media buyers, advertisers and publishers, before you complete your next advertising deal, be sure to consider time spent on site in your due diligence – especially on websites powered by AJAX pageless technology!