I've noticed a recent trend of news sites using infinite scrolling on article pages to garner more pageviews and I can assume serve up more ads. Here is an overview.
Here is an article from NBC news that uses this technique:
http://www.nbcnews.com/pop-culture/music/grammys-2016-here-s-why-adele-s-performance-was-out-n519186
Studies have shown that this technique has decreased bounce rates by +15% for some sites.
My question is: If a site is using the technique without changing URLs as the user scrolls down what overall negative effects does this have? Obviously you wouldn't be getting credit for the extra pageviews but I was wondering if there were any indexation implications with this.
Here is an example of article infinite scrolling without changing the URL: