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Monday, January 8, 2007

MySpace Overtakes Yahoo as Most-Visited Site in U.S.

News Corp.'s websites, which includes MySpace.com the leading social Networking site , overtook the Yahoo network as the most-visited sites by U.S. users during November, according to audience data from comScore Media Metrix.Though executives at Yahoo.com attributes this to new web2.0 technology like Ajax which is increasingly used for maps, email and other services which they had begun implementing during the last few months .

News Corp.'s MySpace recorded 38.7 billion U.S. page views during November , compared with 38.1 billion for Yahoo Inc., according to comScore Media Metrix. MySpace's growth was 2 per cent over October and triple the 12.5 billion recorded in November 2005.

However my personal view is that in the web2.0 space ,Page Views are not the true reflection of real traffic a site experiances.Unique Visitors should be the standard metrics that should be used to consider traffic to a website. With the embrace of Ajax technology, which stands for Asynchronous JavaScript and XML, Ajax is a web development technique for creating interactive web applications. The intent is to make web pages feel more responsive by exchanging small amounts of data with the server behind the scenes, so that the entire web page does not have to be reloaded each time the user requests a change. This is meant to increase the web page's interactivity, speed, and usability.

May, former ClickZ Managing Editor Pamela Parker, now with Federated Media, concluded that perhaps analytics needed to catch up to the new technology. "Things are getting more complex every day, and it's time to start asking about more than just pageviews, about more than just impressions."

"This is a dirty little secret in the advertising business that no one wants to talk about," Micro Persuasion's Steve Rubel wrote recently. "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 should. But that's not going to stop the revolution from coming."

1 Comment:

Michael said...

I am quite certain that page views have become or is in the verge of being obsolete data. It would be interesting to know how metric Companies would take the challenge posed by the implementation of ajax and other web2.0 technologies