Macro - 3:43 pm on Mar 11, 2004 (gmt 0)

Also the backlinks they have are not so high

Maybe they are confusing "hits" with page views ;-)

Maybe they are getting 4 millions "hits". They get traffic not just from linkbacks of course, they get traffic from search engines too but they don't seem to do that well in SEs. They come up #5 in Google for Pet place :-)

Leaves me wondering about the accuracy of some of those other figures. I've been doing some research - the EPC is possible for the type of ads they attract. The CTR is not impossible. But if the impressions are widely off track then the very juicy earnings that the article reports are probably widely off track too.

All we have is a third parties' hearsay, a third party that does not have any involvement or incentive to check the accuracy of the figures.