Ajax
Ajax stands for “Asynchronous JavaScript plus XML.”
Ajax is an term for a mix of Dynamic HTML, JavaScript, and XML. It is used to reduce the need for Web clients to reconnect to a Web server every time they attempt to download information.
The idea is for sites to update their contents in a background cache so that the next piece of information is ready to display. This means that the page itself doesn’t have to reload, only the portion with fresh data actually changes. Less data needed to be transferred makes for faster downloads, which makes for a better user experience.
Microsoft and Ajax
The approach is proving so popular that Microsoft had integrated an Ajax tool-Atlas- into its Visual Studio programming environment. Atlas is designed to ease the admittedly complex development of Ajax-style apps.
One of Ajax’s prime appeals is that is a home made approach that goes back to the Web’s early days of experimentation and creativity. It gives developers a chance to be creative and play around with different tools.
More to the point, users of Atlas apps will have to download a Web browser add-on, something that Ajax does not require. And because Ajax relies on existing technologies, there are legions of developers who already know how to use them.
Ajax Challenges Web Publishing
While most observers focus on Ajax’s threat to commercial Web development environments like Microsoft, Flash, and Java, it may pose an even bigger challenge for Web publishers and advertisers and for the Web analytics industry. That’s because Ajax shatters the metaphor of a Web “page” upon which much of Web publishing and advertising is based.
Most content management systems, for example, separate design from content. But this can’t be done with Ajax, you would need to find a solution and solve those problems because people use the web differently.
The tracking of websites would need to be changed as well because most tracking tools (such as Google Analytics) measure site traffic by the amount of pages visited. With Ajax this can no longer be done because the users are on one page that reloads within itself, never actually reloading the website.
If sites track traffic and sell ads based on page view impressions, everything changes because users start interacting with the site without ever refreshing a page. Does all of that count as a single page view? We might need to start counting the amount of clicks if Ajax takes over.
For Web publishers page views have long been the accepted way to measure traffic and sell advertising space. If Ajax applications continue to gain ground, Web publishers, advertisers, Web analytics companies, and everyone else affected will just have to figure out another way.