The funny thing is, that increasing penetration of Ajax technology is calling into question the value of a long-used and nigh on universal metric – the page impression. And whilst a page impression is clearly not equivalent to an ad impression, some have got into a minor tail spin about it. Content refreshing without ads refreshing is not good for the numbers it seems.
Yet when you think about it, the page impression is actually a very one-dimensional metric. For example, a shallow site which attracts a lot of users might have a similar number as a site with a high depth of content but very low number people seeing it. Unlikely, but you get the point. In the UK, the focus is gradually shifting to user-centric metrics which can only be a good thing. Like all media, the more we understand and measure the audience – the number of people, what they do, how they interact – the better.