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Inflated MySpace Page Views Explain 10-Cent CPMs

from the whip-page-view-inflation-now dept

Several months ago, we noted that something wasn't adding up when it came to MySpace. Ostensibly they are one of the most viewed sites on the internet, yet their ability to pull in revenues seems almost pitifully poor. This became the subject of much chatter this weekend, as The New York Times pondered the same question. According to one web designer, at issue is the MySpace's design, which produces a large number of extra page views each time a user accesses the site. With a superior interface, the user might get the same experience with a third (or less) page views. Advertisers understand that a lot of the page views are redundant, thus explaining why they're not will to pay too much for ad impressions -- giving MySpace a reported 10-cent average CPM. What isn't clear is whether the company would be better off improving the site's usability. Undoubtedly they'd improve their CPM, but it might be at the expense of their stature as a top-ten internet destination -- something that's helped fuel a lot of their hype. Some publishers have openly stated that they won't adopt more efficient design techniques, out of fear of reducing their ad impressions, and thus revenues. Ultimately, this seems like a bad strategy. Nobody likes a cab driver that takes the scenic route, just to drive up the fare. Eventually, people will gravitate to sites with superior usability. It's better to become one of those, than to foist bogus page views on the users and advertisers.

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  1. identicon
    Alan MadLeese, 13 Jun 2006 @ 12:20pm

    Re: Cabin Boys on Parade

    Cabin Boys on Parade, Part 11:
    In May 1 ooar here I bemoaned the fact that the mainstream had not picked up on the wave of chatter on the Internet about the outing of the mere cabin boys Tom Anderson and Chris DeWolfe; you will recall Trent Lapinski and I averred they were, and nobdoy has responded in the negative, so one must assume that the dead tree press is a lot deadern than some of us had feared. But we are talking up some of the slack: Trent Lapinski, the guy who wouldn't truckle to the MYSpace meanies,s has a freelance mag article comiing out in next few days, I understand and I, in my halting and fumbling way have posted a whole bunch of rants on Konspiracy Korner, Sounds of Crickets Churping, and perhaps chatters in space might like to listen intoi my ravings as I wail and gnash my teeth over the dismal sight of the hidden owners of MySpace, the disgraced West Coast bizness baddies Clarence B. (Uncle Bud) Coleman and his indefatibgable wife Joan, the San Leandro Calif. entries, and Andrew Alan Wiederhorn and his combativemate Tiffany, the Portland Ore couple known now as the Battling Wiederhorns since they are fighting and feuding with Lance Caldwell, the U>S.D.,A who put Andy away, on grounds that he was jealous of the arrogrant merchaant prince, and also dukin it out with the Multnomah Athletic Club, which gave him the boot and now Andy sez he will fight that out to get badk into where HE IS NOT WANTED, BUT, HELL, READ THE RANT ON kONSPIRACY kORNER, i NEED TO GET SOME SLEEP.... OH, CHRIS AND TOM GOT WEBBYS LAST NIGHT, THE oSCARS OF THE dIGITAL WORLD FOR TWO GUYS NBAMED CHARLEY AND MORTIMER. AL MACLEESE FROM HALLOWELL, WHERE LIFE IS LOVELIER THAN WHERE YOU ARE..

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