The use of online advertising as the sole revenue source for a Web site has faced two major challenges. First, there has been little consensus on how to measure and charge for site visitor views, even after almost 20 years of experience with the medium. Because Web sites can take multiple measurements, such as number of visitors, number of unique visitors, number of click-throughs, and can measure other attributes of visitor behavior , Web advertisers have struggled to develop standards for advertising charges., IN addition to the number of visitors or page views, stickiness is a critical element in creating a presence that attracts advertisers. The stickiness of a Web site is its ability to keep visitors at the site and attract repeat visitors. People spend more time at a sticky Web site and are thus exposed to more advertising.