This week's comScore Media Metrix report stated that estimates of page views for social networking site MySpace at 38.7 million for the month of November topped those for Yahoo by 600,000. What the report didn't mention (or should have mentioned) was that Yahoo has recently moved to an AJAX-driven page model. The effect of this is a significant reduction in complete page refreshes per user. The problem with Ajax (as many are finding out) is that it does not scale particuarly well - at least for marketing and advertising departments who base media buys solely on the number of page views, something which can be misleading using AJAX. More of an appropriate measure in the future will be impressions.

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