Metrics On The Move

Steve Rubel warns anyone reliant on page views for income to rethink their business model before it vanquishes.

The page view does not offer a suitable way to measure the next generation of web sites. These sites will be built with Ajax, Flash and other interactive technologies that allow the user to conduct affairs all within a single web page – like Gmail or the Google Reader. This eliminates the need to click from one page to another. The widgetization of the web will only accelerate this.
This is a dirty little secret in the advertising business that no one wants to talk about. Media companies love to promote how many page views their properties get. They’ve used the data to build equity. They will fight it tooth and nail to protect it, perhaps by not embracing interactive technologies as quickly as they shuld. But that’s not going to stop the revolution from coming.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.