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I think if you're linking from a site specific ad page or gallery then it makes sense to link to the sponsor via _self. However if you're linking from a multi-site FPA or hub page with ads for different paysites then I prefer to use _new, because if the surfer doesn't like the tour then you still have a window open with more ads for him to click. I get demonstrably more click throughs from linking via _new vs linking via _self on multi-site ad blocks. If you use _self then you will basically lose the surfer to the sponsor's consoles.
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