When page loads became irrelevant last year (due to Ajax and Co.), it was time to come up with something new. The Audience 2.0 system, that the guy(s) from Alenty.com developed is pretty cool and could revolutinize the way we currently measure things.
Alenty's audience measurement tool allows to measure time, content visibility and
even better "banner visibility". Real-time!
So what's so cool about that?
At this point most advertisers sell banners on a CPM or PPC basis. While PPC gives some great indication about ROI, a CPM deal is often extremely difficult to measure and often not very interesting to small advertisers.
Alenty's new measurement tool
(they should come up with a cool name) can change the way that banners are sold and measured:
Banners could be measured by Visibility (visible on computer screen), Time (only when mouse or keyword activity is recorded) and Surface (what's the percentage of banner surface, that is visible on user's screen).
If this new technology becomes adapted by one or more big vendors, we might see a change in the online advertising world.