Advertising revenue is an important factor in most any web site catering to the public.
Even subscription-based sites derive significant revenue from the targeted advertising offered to their members. Determining which site will gain valuable advertising dollars is based in large part upon what is often referred to as stickiness . Unique visitors to a site are a measure of how effective outside marketing efforts have been. However, simply because a person visits a site does not mean the site is sticky . Rather, stickiness refers to the amount of time the visitor spends on the site and the number of repeat visits by that customer.