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Certain sites drive readers with different motivations. If you have an investing site, for example, readers are looking for information and will click. If you have a humor site, they are looking to be entertained and are less likely to click but more likely to up your page views. If you have a forum, they won't click at all because they are there to ask and answer and the ads end up getting scrolled past very quickly.
Just my 2 cents.
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