It would be better if the IAB et al used uniques + time-on-site, rather than raw pageviews/impressions. Most medium-to-high-traffic sites have effectively infinite inventory, and some portion of that almost always gets sold as remainder.
For pagination, why not count a scroll-down (and thus viewing of an extra ad further down the page?) as a pageview? Or, again, time-on-site or time-on-page or something that better reflects user attention.
For pagination, why not count a scroll-down (and thus viewing of an extra ad further down the page?) as a pageview? Or, again, time-on-site or time-on-page or something that better reflects user attention.