Conclusion
With the de-emphasis of the page view as a metric through which advertisers can compare potential opportunities, it's clear we need something new. At this stage in the game, our choices seem to be narrowing toward either re-working the definition of the page view itself or moving on to more meaningful metrics that get us closer to opportunities to see advertising in a compelling environment.
As the debate over measurement methodology continues, it's important for all stakeholders in the game to make their opinions known to publishers, measurement companies and advertisers. Without meaningful consensus on where we're heading with regard to measurement, the interactive industry risks further fragmentation with respect to what's important when assessing an online advertising or marketing opportunity. If we don't address this problem quickly, we could see instability in predictable ad revenue coming to publishers, as well as a user experience that is diminished due to prejudicial attitudes toward exciting new technologies like AJAX and established technologies like Flash.
