Advertising standards no good with new tech

Jesse sent me a link to this overly confident man who is claiming that selling ads by impressions will no longer be viable by 2010. Though I cannot whole heartedly agree with him that CPM will be completely dead by his projected time, I am on his side. CPM will no longer be a viable standard as more websites discover AJAX and other dynamic loading websites. Though the site itself will be able to create the proper functionality of tracking page views and even refreshing ads, that power will be taken away from ad networks that used to control what ads would display on who's page and when.

Since an AJAX call does not reload the whole page, if the script to pull an ad from an ad network is outside of the domain of what the AJAX does, it will not reload a new ad. This means that a user who goes to a site might only see one ad for his entire visit there, when before, he may have gotten a new ad every time he clicked to another section.

So it is possible that in the very near future, individual sites will have to be responsible for keeping CPMs up. Obviously, as a source of income for the sites involved, they will either attempt to incorporate this in their AJAX driven site, or take the easy way out and code a normal site that does not use any kind of dynamic interface.

That is of course until an ad network figures out how exactly to work with dynamic technologies and reaps the benefit of new websites. As with any other business, the ones that learn to adapt succeed and the others get merged into microsoft, google or yahoo.

Therefore revenue generated by impressions will never go away. It may be drastically reduced. There may be a panic, but in the end, it will come back.