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Myspace or Yahoo, Pageviews or Quality?

A long article in Adweek examines how advertisers and media buyers consider the value of pageviews and uniques when deciding on where to place the bulk of their ad dollars.

The MySpace audience is spending less time per-page, racking up 4.5 pages per minute, as opposed to 1.6 pages per minute for the Yahoo audience. Yahoo’s pageviews—despite trending lower—are therefore worth more to advertisers than those on MySpace.

This of course taking into consideration the apples to oranges nature of the comparison. Yahoo has many more well-defined areas on the network with a clearly understood demographic, whereas with Myspace, who really knows who’s paying attention?

I personally run ad filters and have become numb to all but the most jarring/interesting ads on the net.

Via PaidContent.

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Comments

  1. I read a very interesting comment about this article:
    “Sloppy reporting from both AdWeek and Mr. Kaplan. Yahoo’s page view totals have been slipping since they began using AJAX across the site, something that’s been well-documented across the net (see link below). This has no bearing on Yahoo’s traffic or its competitive position versus MySpace.

    http://www.micropersuasion.com/2006/12/the_iminent_dem.html

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