eMiniMall ad units and artificially lowering the CTR
i actually think the Chitika eMiniMall ad units are pretty cool, but they recently changed their ad unit to prevent what they call "curiousity clicks" and this has caused an interesting publisher backlash - because they have essentially artificially lowered the Click Thru Rate by making sure people are really interested before clicking through. I don't like this move, mostly because of my own personal ad clicking behavior. i "curiously click" a lot, not because of the ad unit, but because i am interested in the content or product. i might not buy it right then, but i do bookmark these things and go back to them later - and every so often, I do execute a transaction either right then or later. now, this does cause a now vs later session tracking problem that needs to be handled for publishers and advertisers to be happy, but isn't that what should be worked out in the long run?
micropublishers are very sensitive to changes in payments, and (rightly) will bounce around from network to network to see what pays them the most money now. it's really hard to make the argument to micro-publishers that taking a haircut now will end up making them more money in the long run. sophisticated publishers who have been selling their own advertising for a while understand this, but bloggers and other micro-publishers do not.
see:
eMiniMalls ad unit redesign sparks controversy - JenSense.com
technorati tags: blog advertising
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