The use of AJAX technology allows developers to create flashy and convenient websites, but it is also resulting in a reduction in the number of page views at a site. For example, the finance site at Yahoo! Inc. uses AJAX, which provides automatically updated stock quotes, so users can leave a single webpage on the computer for hours at a time. This means a decrease in the number of page views for the site, and page views have traditionally been used to gain advertising sales. According to Peter Daboll, chief of insights at Yahoo! and former chief executive of comScore Media Metrix, technologies like AJAX have outgrown the metrics. Daboll believes that visitor loyalty and willingness to respond to site advertisements are more important than large numbers of page views, however. If a page updates on its own, visitors may be staying on the site longer than traditional page-view measures indicate. Industry experts say that stubbornly remaining attached to the page-view metric may keep some websites from making improvements in their usability. Jakob Nielsen, web design expert, believes that companies may be measuring the wrong thing with page views, and therefore, driving their projects in the wrong direction. They are not maximizing what creates value. Instead, they are maximizing what is easy for a computer to count, Nielsen says. Many websites and advertisers value page views, believing them to provide a fairly accurate measure of a site's popularity.