Received an interesting report from Marketing Sherpa today regarding the use of Web 2.0 tools, specifically user generated content and online advertising page views.  According to the report, page views can decline with the use of web 2.0 technology.

This has a logical explanation though as web 2.0 tools provide content that a visitor is more like to spend time with and that leads to less clicks.  Engaging content creates a better user experience and therfore a more satisfied visitor

The key for content users is to make sure you use a different measure other than page views when connecting ROI from online advertising with a web 2.0 engineered area of your site.