Ajax is, undoubtedly, emerging as one of the “new” technologies with the fastest adoption rates by webmasters and developers. At Marketing Vox, there’s a really interesting post about how Ajax may have an impact on online advertising, considering users are now doing much more with each page reload (considering Ajax itself is a way to get new content from a server without needing a full new page loading - which is usually what advertising companies consider an “impression”).

They raise the question as to how advertising companies are supposed to deal with that new reality, and how exactly metrics should be read considering this (practically reinvented) medium of a webpage without constant reloads.

While this is naturally a reason for longer studies, there’s also another side to this story. Mainly, the fact that advertising companies can leverage Ajax themselves in their own marketing strategies. One thing that comes to my mind is starting to think about a page reading as a continuous temporal experience (serving new ads every X seconds/minutes/whatever) instead of a start-stop experience imposed by how webmasters organize their content.