Pageview Pumping

MG Siegler:

But what interests me about all this is the underlying war going on between those playing the pageview game, and those that hate the pageview game. To put it another (simplified) way: the war between quality versus quantity.

Siegler comes close to getting it, but falls short. Pageviews, as a metric used for directly billing advertisers, are a scam. Publishers game it with sensational link-bait articles and bullshit tricks like breaking articles into multiple “pages”. Advertisers get stuck paying for valueless impressions. Readers get stuck with the sensational bullshit articles, the tricks (like breaking single articles into multiple “pages”), and suffer through too many annoying ads surrounding actual content.

It is, as Jim Coudal and I argued at SXSW, a race to the bottom. Be careful of the “everyones” who say pageviews are imperfect but the best we can do. They’re the ones who are happy with the web as a market for bullshit.

★ Monday, 29 March 2010