berto - 7:41 pm on Dec 12, 2007 (gmt 0)

Pretty harmless I guess, but I fail to see any popular demand for the ability to scroll through more ads.

But then I see an "unpopular" "demand" to see more ads in my link unit results, which are pretty decent (on one site), on a par with my ad unit results.

I agree. I don't think most surfers study ads enough to want to scroll them.

I don't care about "most surfers"; I care about the tiny minority of 1-2% of surfers who might increase to 2-3% of surfers who do study ads and, more to the point, click on them.

If my CTR goes from its typical average 1% to average 1.2% (i.e., a 20% gain) because of this new scrollable ads feature, hey, I won't complain. ;-)

If some ("most"?) publishers want to ignore "little" improvements in their CTRs (hence revenues) at the margins, who am I to argue? ;-)