Ajax, PageViews and the Advertising Based Business Model

Dietrich Kappe, Thursday, April 6, 2006 @ 9:00 am

As far back as December of last year, Forbes was ringing the alarm bells about Ajax breaking the advertising business model:

While a popular approach to monetizing AJAX
applications is advertising, there is a problem: There are no "page
views." For example, suppose that on an AJAX Web page, you want to view
the body of a news article, so you click a news headline link. Rather
than refresh the entire page (a page view) as you would with a
traditional web page, the AJAX technology downloads just the body of
the news article and rearranges the Web page to present the article
content.

They go on to correctly point out that Ajax presents a potential boon to advertisers, with Ajax powered ads allowing them much greater control. I would add that it could give them a much greater ability to measure who is exposed to their ads and for how long.

"Adviews," i.e. the number of ads viewed (changing every X seconds) may become the new measure, rather than pageviews. Perhaps this will drive a change in site, getting them to make the page -- rather than the site -- more sticky, and getting rid of such annoying things as article splitting.

Related posts:

1. Some Very Modest Good News on Advertising and Ajax
2. Again – Advertising and AJAX
3. Web 2.0 and the Missing Business Model
4. The Continuing Problem with Advertising and Ajax
5. Firefox Extensions and AJAX – A Model for Web 2.0?

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