Nielsen Scraps Web Page View Rankings

NEW YORK (AP) -- A leading online measurement service will scrap
rankings based on the longtime industry yardstick of page views and
begin tracking how long visitors spend at the sites.

The move by Nielsen/NetRatings, expected to be announced Tuesday,
comes as online video and new technologies increasingly make page
views less meaningful.

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Although Nielsen already measures average time spent and average
number of sessions per visitor for each site, it will start reporting
total time spent and sessions for all visitors to give advertisers,
investors and analysts a broader picture of what sites are most
popular.

Currently, sites and advertisers often use page views, a figure that
reflects the number of Web pages a visitor pulls from a site.

However, Yahoo Inc. and others are increasingly using a software trick
called Ajax to improve the user experience. It allows sites to update
data automatically and continually, without users needing to pull up
new pages. Page views decline as a result.

Page views also drop as people spend more time watching online video
at sites like Google Inc.'s YouTube.

"Based on everything that's going on with the influx of Ajax and
streaming, we feel total minutes is the best gauge for site traffic,"
said Scott Ross, director of product marketing at Nielsen. "We're
changing our stance on how the data should be" used.

Nielsen will still provide page view figures but won't formally rank
them. Ross said page view remains a valid gauge of a site's ad
inventory, but time spent is better for capturing the level of
engagement users have with a site.

Ranking top sites by total minutes instead of page views gives Time
Warner Inc.'s AOL a boost, largely because time spent on its popular
instant-messaging software now gets counted. AOL ranks first in the
United States with 25 billion minutes based on May data, ahead of
Yahoo's 20 billion. By page views, AOL would have been sixth.

Google, meanwhile, drops to fifth in time spent, primarily because its
search engine is focused on giving visitors quick answers and links
for going elsewhere. By page views, Google ranks third.

In both page views and time spent, Yahoo is ahead of News Corp.'s
MySpace and other Fox Interactive Media sites, according to the
Nielsen measures.

Yahoo has more than twice the time spent as Fox, but has less than a
10 percent edge in page views. That is because MySpace requires users
to pull up a new page anytime they make a change or view a new
profile, while Yahoo increasingly uses Ajax to continually pull new
data, even if a user stays on the same page all day.

Nielsen's rival, comScore Media Metrix, also has addressed the rise of
Ajax with the development of site "visits" -- defined as the number of
times a person returns to a site with a break of at least a half-hour.

Live Earth Sets Record for Online Streams

The worldwide series of Live Earth concerts set a new record for
online streams delivered, reports Reuters.

While actual audience numbers were not available, MSN said over nine
million streams from the concerts were delivered. That surpasses the
old record of eight million streams set by the Live 8 concerts in
2005. While each stream likely does not translate into one person,
that's still a dramatic step forward.

Live Earth organizers estimate that, like Live 8 before it, the
majority of streams will actually come in the weeks following the
event. The same company, Control Room, produced both events and
predictions run, with Live Earth being three times larger than its
predecessor in terms of total streams.

Concerts were held around the globe to alert people to the dangers of
global warming and encourage environmental awareness. Artists such as
The Police, Genesis, Kanye West and Spinal Tap took part.

blinkx launches contextual ad platform for video

Blinkx, the online video search engine, has launched a contextual ad
platform that, they say, will do for video advertising what AdSense
did for text-based advertising.

Called AdHoc, the platform will provide advertisers with control over
the timing and appearance of video ads. Options include pre-, post-
and mid-roll ad placement, dynamically selected banners, in-video
mini-banners and a "post-roll catalog view".

Using blinkx's speech-to-text transcription, along with visual
analysis technology, to understand video content, AdHoc matches ads
most relevant to a video's content.

"Until now, online video advertising was a kind of Frankenstein's
monster - an attempt to cobble together technology that was built for
Text Web banner advertising and apply it to an entirely new medium -
the Video Web," said Suranga Chandratillake, blinkx founder and CEO.

"The AdHoc platform is revolutionary because it was built from the
ground up to address rich media, resulting in higher monetization for
media companies, more effective marketing for advertisers and, most
importantly, a useful, non-disruptive experience for users," he added.

Partners won't be limited to the blinkx AdHoc platform. External ad
systems, such as Google's AdWords or in-house databases, can be used.

Attractive Demographics at Second Tier Video Sites

comScore recently released a study from its comScore Video Metrix service of U.S. video streaming activity of up-and-coming video-sharing sites.  The study examined six video-sharing sites that did not make the top 10 U.S. video properties for the month, but reveals that French site Dailymotion.com had a particularly strong position in the U.S. video-sharing market in April 2007.

Erin Hunter, comScore's executive vice president of media and entertainment solutions, points out that "There's been a great deal of speculation in the marketplace about which site is the next YouTube, and each of these next-tier sites has a particular draw... Dailymotion.com is stating the strongest case at the moment, both domestically and internationally."

Dailymotion.com drew more than 4.7 million video streamers in April.  The average video streamer at Dailymotion.com viewed more than 10 videos and nearly one hour of video content in the month.  Metacafe.com also generated substantial activity, followed by Break.com. Finally, Veoh.com, attracted the smallest video-viewing audience of the group, but had the highest level of user engagement with more than 104 minutes per streamer, benefiting from the many full-length videos hosted on the site.

Selected Video-Sharing Sites (Total U.S. - Home/Work/University Locations April 2007)
Property	Unique Video Streamers (000)	Video Streams Initiated (000)	Minutes Per Streamer
Dailymotion.com	4,729	49,335	59.7
Metacafe.com	3,738	33,183	15.1
Break.com	3,138	32,164	16.8
Heavy Networks	2,619	5,964	3.2
Revver.com	2,607	8,719	5.4
Veoh.com	1,847	14,554	104.2
Source: comScore Video Metrix

 The demographic composition of video streamers at these sites, revealed some interesting differences in the age of the audience each site attracts.  The coveted 18-34 age segment represented 41 percent of Break.com's audience, followed by Dailymotion.com and Veoh.com (37 percent).  Heavy Networks drew the largest share of its video streamers from those younger than 18 years of age, while Revver.com and Metacafe.com drew the largest share among people age 35-44.

Demographic Profile of Selected Video-Sharing Sites Total U.S. - Home/Work/University Locations April 2007
	Percent Composition of Site's Unique Video Streamers By Age Segment
	2-17	18-24	25-34	35-44	45-54	55+
Dailymotion.com	17%	21%	16%	20%	17%	8%
Metacafe.com	15%	16%	19%	24%	17%	9%
Break.com	12%	21%	20%	21%	17%	10%
Heavy Networks	18%	15%	21%	21%	17%	8%
Revver.com	13%	11%	19%	24%	18%	16%
Veoh.com	18%	21%	16%	21%	17%	7%
Source: comScore Video Metrix

Ms. Hunter added "The challenge for these video-sharing sites, which rely quite a bit on user-generated content, is monetizing content over which advertisers have little control.  That these sites generate such a large share of activity from younger visitors, however, is probably very compelling to advertisers."

Roo, Tribal Fusion Partner For Contextual Video Ads

by Tameka Kee, Friday, Jun 29, 2007 6:00 AM ET
ROO HAS PARTNERED WITH EXPONENTIAL'S Tribal Fusion network to develop
a contextual application that will serve video and ads through
interactive Web page text.

The online broadcast company said it has aggregated more than 18,000
clips of licensed content from news organizations, film studios, and
record labels such as Warner Music. Content will be paired with
relevant text and links on Web pages across both its own network and
Tribal Fusion's network (which reaches a reported 160 million users
per month).

When users mouse over specific terms on a page, they will have the
option to view relevant videos--i.e., a Madonna interview that's
linked to the word "interview" on a music news site--with the option
for pre- or post-roll, interstitial, and overlay ads in the mix. The
companies said they are working to deliver the platform to existing
clients within six months.

"We call it incremental content," said Rob Price, senior vice
president, product and network, Roo. "And we think it's exciting for
publishers and advertisers, but most importantly the users--since
they'll have the opportunity to view content that's tuned to their
interests."

The two companies had not collaborated on client solutions before, but
Price said the effort comes at the right time: "Tribal Fusion had been
keen to enter the video space, so they'd done their due diligence well
before we approached them. The quality of their technology and the
breadth of our content made this an ideal partnership."

At the OMMA Video conference on Thursday, several representatives from
digital media companies discussed how brands could move beyond the
30-second spot for viable Web advertising. With this partnership, Roo
and Tribal Fusion aim to deliver a video advertising platform that
breaks the traditional mold but still provides the quantifiable,
highly targeted opportunity sought by marketers and their agencies.

New Site!

News Corp. and NBC Universal appointed Jason Kilar to be chief
executive officer of the two companies' still-unnamed online video
joint venture. Kilar, most recently senior vice president of worldwide
application software for Amazon, will join the new company on July 9.
During 10 years at Amazon, Kilar also served as vice president and
general manager of Amazon's North American media businesses, including
the company's books, music, video, and DVD categories. Before that, he
helped expand Amazon's core business beyond its original books
category, writing the business plan for Amazon's entry into the video
and DVD businesses, and then led that unit as general manager and vice
president.

YouTube visits larger than rivals combined: survey

SAN FRANCISCO (Reuters) - YouTube, which has had to pull copyrighted
videos off its site after legal attacks by some big media franchises,
has enjoyed a surge in U.S. audience share that leaves it far larger
than the next 64 video-sharing sites combined, a survey found.
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The U.S. market share of visits to YouTube, which Google Inc. bought
for $1.65 billion last November, rose 70 percent from January through
May, online audience measurement firm Hitwise Inc. said in the survey
published on Wednesday.

By contrast, visits to the next 64 largest sites tracked by Hitwise
rose only 8 percent during 2007's first five months.

"As of May 2007, YouTube's market share was 50 percent greater than
those 64 sites combined," Hitwise research director LeeAnn Prescott
said in a summary of her firm's data.

YouTube's share of the U.S. online video market was 60.2 percent in
May, according to Hitwise. Its closest rival, News Corp.'s MySpace
Videos site, had 16.08 percent of market share, the survey of Web
surfing habits showed.

YouTube's sister site, Google Video, held 7.81 percent, while Yahoo
Inc. had 2.77 percent and Microsoft Corp.'s MSN, 2.09 percent,
according to the study.

Start-up Metacafe ranked No. 8 in U.S. visitors to video sites with
1.07 percent, Time Warner's AOL Media had 0.94 percent and Veoh was
No. 10 at 0.86 percent, Hitwise said.

Viacom Inc. filed a copyright infringement suit against YouTube in
March seeking more than $1 billion in damages and demanded that
YouTube take down thousands of segments from its popular programs,
including The Daily Show with John Stewart, The Colbert Report and
South Park.

A separate suit was filed in early May by plaintiffs including English
soccer's Premier League. Both suits argue YouTube encourages massive
copyright infringement to boost the site's traffic in the hopes of
generating advertising sales.

Google has responded by saying that these lawsuits threaten the way
people exchange information, news, entertainment and artistic
expression over the Internet.

Many of the most popular YouTube videos come from so-called
user-generated sources -- the bedroom confessional produced by
teenagers with cheap computer Webcams pointing at them is the
archetypal format. The site's slogan is "Broadcast Yourself."

It also features unrestricted professional media programming like
music videos, extreme sports feats like skateboarding, and politicians
promoting their campaigns.

The Hitwise statistics track visitors to video sites, but do not
capture whether or not visitors actually watched the video streams or
embedded videos from these sites, she noted.

Prescott presented the data at the Searchnomics Internet industry
conference held in Silicon Valley on Wednesday.

Mochila lands photo deal with Getty, Zuma, Jupiter

Thu Jun 28, 2:25 AM ET

NEW YORK (Reuters) - Internet content syndication marketplace company
Mochila said on Thursday it has landed deals to make photographs from
the catalogs of three major photo agencies available to editors and
independent Web sites.

Getty Images Inc., Zuma Press and Jupitermedia will license part of
its catalogs for the service, which lets editors from major media
companies and bloggers use its content for a fee or on an advertising
supported basis.

The deal expands Mochila's content marketplace network of buyers and
sellers of photos, video and text. Its current network includes over
1,000 global media companies such as the Associated Press, The
Financial Times and New York Magazine.

"Whether you're a blogger, who got started yesterday or someone in the
business for five years and running a site with a million uniques
(visitors), Mochila is a one-stop shop for content," Keith McAllister,
chief executive of Mochila, said in a phone interview. "It's the
world's best content for free."

Mochila's biggest customers are bloggers, who seek legitimate content
for use on their site. Revenues from advertising that appears near the
content are split between the content owner, the Web site using the
content and Mochila, McAllister said.

Usage of copyrighted content without permission has turned into a
major issue on the Internet. MTV Network owner Viacom Inc. sued Google
Inc.'s YouTube earlier this year for $1 billion after charging it with
"massive copyright infringement."

"We've created a level playing field, where new and traditional media
can all be together," McAllister said.

Roo Nabs Top Hires; Fox News Exec New GM

ROO GROUP, WHICH PROVIDES VIDEO solutions to online content providers
and advertisers, made several key hires this week, including Bert
Solivan as executive vice president and general manager. Solivan comes
from Fox News, where he served as senior vice president.

In addition, Paula Balzer--former chief marketing officer at Clear
Channel Entertainment--was appointed chief marketing officer, while
Rick Gell, co-founder of Corbis Corporation, was named chief content
officer.

Still in its infancy, Roo recently reported first-quarter revenues up
68% compared to $3 million. But with clients including News Corp.,
Verizon and The Street.com, Roo has established itself as a company to
watch in the nascent broadband industry.

Earlier this year, News Corp. agreed to purchase a 5% stake in the
company, and will potentially take another 5% in the near term.

Roo has powered video distribution and syndication across News Corp.'s
properties, including The Times of London and The Australian. Roo also
has content syndication partnerships with Fox News Channel and Sky
News.

MySpace, Chasing YouTube, Upgrades Its Offerings

SAN FRANCISCO, June 26 — Two years ago, millions of MySpace users
began adding video clips to their profile pages, helping to give rise
to YouTube, which Google bought last October for $1.65 billion.

This week, MySpace, a division of the News Corporation, will show that
it is serious about challenging YouTube in the booming world of online
video.

On Thursday, MySpace plans to rename and refurbish the video-sharing
service on its popular social network. The new service, called MySpace
TV, will be set up as an independent Web site (www.myspacetv.com) that
people can visit to share and watch video, even if they have not
signed up for MySpace. The site will also offer some new ways for
members of MySpace, which attracts 110 million users a month, to more
easily integrate the videos they create and watch into their personal
profiles.

The company's plan underscores its particular emphasis on professional
video, as opposed to the homemade depictions of wrestling dogs and
cats — the genre known as user-generated content — that are more
prominent on most video sites. For example, last week MySpace became
the exclusive site for Sony's "Minisodes"— five-minute versions of
'80s sitcoms like "Diff'rent Strokes" and "Silver Spoons." Tens of
thousands of users have watched the clips.

With MySpace TV, that professional material will be front and center,
said Chris DeWolfe, MySpace's co-founder and chief executive. "We
haven't really freshened up our video offering since we launched it,"
Mr. DeWolfe said. "We wanted to highlight the fact that we have a
video destination on the Web with all this great content that we've
acquired."

MySpace also wants to strengthen its hand against YouTube. The company
says it is cutting into YouTube's lead. According to the research firm
ComScore, MySpace had 50.2 million United States viewers of its videos
in April, the last month for which ComScore published data. You-Tube
had 57.9 million, only slightly higher, and MySpace grew at a faster
rate.

YouTube has said, however, that more than half of its audience is
overseas, and ComScore also published data that shows YouTube served
up nearly twice as many videos as MySpace in April.

Mr. DeWolfe said he believed that "no one has really pointed out that
MySpace has been focused on video and has quietly come within striking
distance of YouTube."

MySpace has another reason for taking on YouTube more directly. Just
as MySpace TV is being fashioned to compete with YouTube, engineers at
YouTube are busy developing social networking features. On YouTube's
"Test Tube" page, where the company tests products in development, new
tools allow YouTube users to chat while they watch the same clip and
share their favorite videos.

"I'm not surprised MySpace is promoting video heavily," said Timothy
Tuttle, a vice president at America Online who is responsible for
AOL's video search technology efforts. "YouTube is becoming a social
network that is maybe even more powerful than MySpace. So they are
rightly focusing on that."

Asked to comment on MySpace's plans, a YouTube spokesman, Ricardo
Reyes, said: "We are focused on continuing to provide a global
platform for our community to express themselves, share experiences,
and inspire one another."

MySpace first entered the Web video market in January 2006, after it
noticed its members adding videos from YouTube to their pages. The
original service still appears rudimentary.

Though MySpace has became the second most popular video-sharing site
on the Web, even its own executives agree that the site is lacking.

"When you go to MySpace video now, what you see is far less appealing
to the eye than what you get from other video sites," said Jeff
Berman, a MySpace executive who took over the video effort in March.

MySpace TV is meant to change that. The service will be immediately
available in 15 countries and 7 languages, much like YouTube's own
foray into nine countries announced this month. It adds features like
categories — groupings like animals and politics where similar topics
can be collected for easier navigating — which YouTube has had nearly
since its inception.

MySpace TV is also meant to more closely tie video into the social
network. Each MySpace member page will link to a separate MySpace TV
channel, which will display the videos the user has uploaded. Users
can change the design of those pages, adding the same flourishes they
use to personalize their profiles.

Later this year, MySpace also plans to let users edit and combine
videos on MySpace TV into new clips. MySpace acquired the technology
for this in May when it bought a start-up called Flektor.

But MySpace also wants MySpace TV to show off content like the
Minisodes or television shows and movies from NBC Universal and Fox,
which is part of News Corporation. The two studios are working on a
joint Internet video effort, and will distribute their programs on the
video sites of MySpace, Microsoft, Yahoo and AOL.

Short ads will appear before clips on the site. Josh Felser, chief
executive of the video-sharing site Grouper, which was bought last
fall by Sony, said advertisers clearly preferred such professional
content over less predictable user-submitted material.

"Most of the video content today is unsellable," Mr. Felser said. "We
are all in this industry looking at generating inventory that is
higher quality."

MySpace expects that part of the appeal of MySpace TV to studios and
professional videomakers will be its aggressiveness in protecting
intellectual property. The company was among the first major video
sites to use filtering software, which checks uploaded videos to
determine if they are protected by copyright. YouTube has also
embraced filters, but it is fighting a lawsuit brought by Viacom over
past infringement.

"We are sensitive to that issue because we are part of a bigger
content company, and protecting intellectual property is part of our
bigger business," Mr. DeWolfe said.

But whether that will help lure more must-see videos to MySpace TV is
another matter. Michael D. Eisner, the former Disney chairman turned
Internet entrepreneur, produced a popular series of Web shows this
spring called "Prom Queen" and let MySpace post them for 12 hours
before he gave them to other sites.

Mr. Eisner, speaking of MySpace, said, "It makes me feel good that
there is a multigenerational history in that organization of honoring
and respecting professionally produced content."

Mr. Eisner is creating a sequel and another comedy series, "The All
for Nots." He said he would not necessarily give the exclusive rights
to MySpace TV or even YouTube.

"Everyone is rethinking how they are going to work in content," he
said. "Down the road, content will help to define all these
platforms."

NBC And Universal Announce Increased Online Ad Spending

Increased spending in online advertising is nothing new, but the
numbers keep climbing and the evidence continues to pile up
reinforcing that the marriages in media is only getting stronger.

Pando Launches Grid-Computing for Online Video Publishing

After its free online video publishing and sharing service drew eight
million people, Pando Networks Inc. has decided to launch a commercial
version with grid-computing technology, reports Internet Retailer.

The technology enables a large number of users to share computer
processing power, enabling them to view the same video files
downloaded from a site or streamed from a server.

This saves users from suffering content delivery problems that occur
when a mass tries downloading the same thing at the same time. It also
protects retailers from having to shoulder the cost of extra
bandwidth.

"We've talked about this on a supercomputing level, and now it's
available for retailers as well as consumers," said Founder and CEO
Robert Levitan. "We're using grid computing to facilitate social
networking with high-definition video."

The grid-computing system is able to support the use of online video
available from websites or e-mail, blogs and social networks.

Michael Arrington on TechCrunch described Pando as easy to deploy,
with extremely fast video transmissions. However, he adds that an
effective DRM system will need to be implemented as Pando's
distribution base widens.

The Pando software is available for free, but commercial users will be
charged $5,000 per million deliveries of a 1GB video.

Levitan hastened to add, "Our goal is to eliminate 90%-95% of the cost
of delivering online video."

iPhone’s Newest Crown Jewel Is YouTube

Apple announced Wednesday, that the iPhone will be able to play
YouTube videos when it ships next week. Although only about 10,000
videos from YouTube will be available, the Google subsidiary will be
recoding the rest of its videos into the H.264 format used by the
iPhone by fall.

The format has been praised for its ability to provide exceptional
performance at impressively low data rates. H.264 achieves the
best-ever compression efficiency for a broad range of applications,
such as broadcast, DVD, video conferencing, video-on-demand, streaming
and multimedia messaging.

Apple, and the rest of the mobile community hopes the technology will
truly revolutionize the long anticipated maturity of "third screen"
content and advertising capabilities. The whole enterprise is
dependent on AT&T's relatively slow network. The introduction of the
iPhone will certainly put additional strain on that very network. The
iPhone will also come with Wi-Fi capabilities and may decrease demand
on AT&T's network, if users opt to use Wi-Fi HotSpots instead of the
cellular network.

Capitalizing on such innovations remains in the hands of creative
participants and forward thinking marketing strategist.

Unsurprisingly, Apple Chief Executive Steve Jobs said, "iPhone
delivers the best YouTube mobile experience by far." If he and his
company truly have come-up with another culturally significant devise,
the whole online community stands to benefit, not just Apple.

80% of Men Agree, Online Video Is Attractive

Magid Media Futures conducted a national survey in March that showed
80% of male Internet users between 18 and 24 in the U.S. watch online
video at least once a week. 35% of those men are daily viewers.

Daily usage of online video rose 56% last year amongst users ages
12-64 which is great news for all video advertising. In 2006, 9% of
viewers were classified as daily users where now that has been upped
to 14%. A rise of 18% of weekly use to 52% from last year's 44% was
also included in the report.

The lowest percentage of viewers was from the older female demographic
where the highest percentage was from men 18-64. Regular video viewing
was reported to encompass mostly news stoires with a third of
Americans watching on a regular basis.

Second place was tied by weather, jokes, and movie previews, while
music videos and user-generated content share third place.

This report reinforces that video viewing is not just being done on
YouTube. Online video has become a major component in the future of
online entertainment and advertising. In conjunction with a previous
article of projected ad expenditures, online video is sure to provide
an ideal platform for the evolution of rich media.

Tremor Media Leverages Mirror Image Internet to Ensure Reliable, Uninterrupted Delivery of Video Ads and Online Content

Tremor Media Leverages Mirror Image Internet to Ensure Reliable,
Uninterrupted Delivery of Video Ads and Online Content

Leading online video advertising network effectively addresses
high-volume content delivery needs with Mirror Image's patented
Content Access Point (CAP) Network

Tewksbury, MA (June 18, 2007) - Mirror Image Internet, a leading
provider of content delivery solutions powered by a patented global
network, today announced that Tremor Media, one of the largest online
video advertising networks, is leveraging its patented Content Access
Point (CAP) Network to reliably deliver compelling content and video
ads to users around the world, even during peak traffic periods. In
addition to its own content delivery, Tremor Media is also using the
CAP Network to manage CDN services for a number of its publishing
clients.

Tremor Media gives advertisers and publishers the ability to utilize
online video advertising as a powerful interactive medium. The company
provides advertisers with in-banner and in-stream video advertisement
opportunities on top-tier publisher sites with a combined 75 million
unique visitors per month. To effectively support these high-volume
traffic demands, the company chose Mirror Image's Content Delivery
solution as one of their content delivery partners because it offered
impressive scalability at a price point that was very affordable.
Mirror Image's Global Content Access Point (CAP) Network reliably and
cost-effectively delivers content and accelerates the online user
experience, giving advertisers the ability to capitalize on the
richest interactive media without infrastructure, security or
performance limitations.

"Timely loading of our videos is crucial – not only to the customer
experience but more fundamentally to the ongoing success of our
business," said Jesse Chenard, CTO of Tremor Media. "Mirror Image's
CAP network supports this critical business need flawlessly. Moreover,
their service and support staff has been extremely knowledgeable and
helpful. We've been thrilled with the experience to date and look
forward to continued success in the future."

"For an increasing number of advertisers, profitability is directly
tied to online performance, particularly in the most challenging
environments," said James G. Hart, Vice President, Sales and Marketing
at Mirror Image Internet. "We've brought about the right mix of
connectivity, processing power, and storage to ensure the optimal
customer experience. Our unlimited global capacity and patented
network enable major online video advertisers like Tremor Media to
deliver compelling content at lightning fast speeds, regardless of how
high their traffic grows."