this post was submitted on 04 Nov 2023
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What's the point of whitelisting sites you want to support? Unless you're committing to engaging with ads and purchasing services from ads, you're not helping them at all. The only way seeing an ad is beneficial is if you click on it, which tells the advertising company their ad is working and it's worth their while to pay to have an ad on whatever site you're browsing...
This is not really true anymore, though it once was. Most web ads are served on a "cost per impression" basis, not "cost per click". Even classic AdSense is moving to CPM rather than CPC, and Google AdX (which serves big brand ads) already was, as with the old DoubleClick.
TIL, interesting, thank you for explaining!
What you’re describing is Cost Per Click. While still in use with some advertisers, most have shifted towards Cost Per Impression (CPM). CPM has a much lower cost per impression, (typically paid per thousand impressions) but it usually balances out because you’re not wholly reliant on clicks to generate revenue. If only 1/1000 people actually click the ad to begin with, then the cost will be the same.
The benefit to CPM is that you’re able to spread your advertising much farther, since you’re able to essentially purchase a thousand ad slots at a time, regardless of how many clicks they receive. And sites prefer it because it allows them to focus on site traffic, rather than focusing on driving users towards ads.
Of course the only people it doesn't benefit is the end consumer because instead of trying to get you to click one ad they want you to see 1000.
News to me. Good to know, thanks for explaining!
The impressions of the ads helps, though. If the ad isn’t even shown, there’s not even the possibility of the impression or the engagement.
That said, there is only one site on all of the internet that I’ve decided to whitelist and that is only because I trust the site’s developers not to sell out and allow invasive ads.