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Originally Posted by FightThisPatent
So if sponsor A has an RPC of $.04/click and sponsor B has an RPC of $.02/click and Sponsor C has RPC of $.03/click with this analysis, an affiliate could decide to send more traffic to Sponsor A and some to C and watch RPC value.
Does this make sense when not taken into context of online ads?
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No. The simplest example is that if you belonged to a banner exchange program like SexSwap, you deliberately used misleading banners. "Blind" links are banned by certain sponsors and types of affiliate programs specifically because they generate largely valueless clicks. At the other end of the scale, at least in theory, is the ad which is so on point that it is only clicked by someone who then goes on to buy.
Without some assessment of the factors which make one ad more or less clickable than another, you cannot reasonably draw conclusions about the sponsor/site from the inevitably different income that they generate.