Joseph Davis, ceo of Coremetrics, just stopped by. He explained why the company is phasing out contracts tied to “page views.” Increasingly, Web surfers are visiting a page and doing all sorts of things on it. They’re interacting. So instead of counting page views, Coremetrics has implemented what Davis calls “element tagging,” and is counting “server calls.” This helps distinguish fly-by page views from more meaningful visits.
One more point he made. Advertisers calculate the value of their search ads by sales on the Web site. But a lot of the people who click on the ads, he says, later buy the product at the store. If this is true, Google ads—if you can believe it—are undervalued.