Thursday, July 21st, 2005

Ajax May Undermine Web Advertising, Analytics Models

Category: Editorial

The marketing/ad folk are getting worried again in: Ajax May Undermine Web Advertising, Analytics Models.

Sure the web “page” may change a little. This doesn’t mean that you can’t advertise anymore though! You can tie into events and change ads based on inner page changing hooks.

And, hopefully we won’t see sets of pages all becoming one uber-page with ajax to suck in everything. Pages and URLs are good things…. and we don’t want to abuse the fact that we can now kick off server side processing and change the DOM.

Posted by Dion Almaer at 2:02 am
5 Comments

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2.9 rating from 16 votes

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An article with a good point and a bad title. The marketingvox.com article, and the techweb.com article it links to, highlight that changes may/will be necessary: It’s unfortuate that it used the word “undermine” in the title. It’s more than fair to say that there will be some growing pains, but adding the ability for users to make smaller changes to desired content will provide more detail on exactly what they’re after and may in turn help advertisers in the long run.

… now to figure out how to track and quantify that…

Comment by James Halberg — July 21, 2005

The title is ambiguous – is it undermining the models or the advertising itself? It seems to me they’re just saying it undermines the models. In which case, maybe they’ll have to come up with … perhaps a new model???? e.g. base it on time being displayed.

And with Ajax, you have at least the potential to know how active the user is, as the recent timeout example showed (with privacy issues involved, but I think feasible if handled correctly), so you could have a model based on how much time the user’s active on the site carrying an ad.

Comment by Michael Mahemoff — July 21, 2005

Of course AJAX isn’t made for publishers who want more pages to be displayed and text. For example its stupid to make an AJAX Blog and put Google adsense on it which won’t be refreshed so won’t be relevant to content.

What did they invent ?

Comment by Hatem — July 21, 2005

oups “more pages to be displayed and so more text ads”

Comment by Hatem — July 21, 2005

The article does make the point correctly, despite the poorly chosen title.

I’m not sure they should be concerned. I see Ajax opening up the services model, allowing vendors to sell online apps as services, in a big way. Ajax will allow online apps to take the place of some apps that used to be desktop apps, which can be sold.

I also fail to see that the model doesn’t already exist. Some desktop apps are ad-supported. For instance, the free version of Opera, some download accelerators, and some peer-to-peer apps. The model already exists, the article just looks in the wrong place.

Comment by Dan Martin — July 21, 2005

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