> I still think it's a question of targeting users instead of sites.
> People may be clicking, but there are just fewer chances of them clicking from YOUR site
Still trying to get my head around this idea, netmeg. Something just doesn't make sense with it, not sure what. If people are coming to my site and presumably seeing well targeted ads, why would they not click as they have been consistently doing for close to eight years? I see IBAs when I visit my site, but they are a small minority, most ads are still targeted to the content. Are you suggesting most ads are IBAs?