A few weeks ago, I noted for
Ultimately, media buyers are going to have to do something they may not be comfortable with: Using their intelligence, instead of straight metrics. For example, 20 minutes per page may make little sense for a video site, when users tend to like videos of less than 3-4 minutes, but may make big sense for a gaming site, and the people there are very engaged. Then, again, do those gamers want to interrupt their engagement to view or absorb an ad?
Like I said, media buyers need to have thinking caps on. Maybe this can't be relegated to the most junior person, anymore.