londrum - 7:35 pm on Sep 4, 2012 (gmt 0)

yeah but what are the chances of IBAs being the same price as the normal ads? if a user visited a site about cars or holidays, or, to use a few obvious examples, loans and mortgages, before they came to your "new shoes" site, then every ad will cost more than your normal shoes ones. they are going to outbid absolutely everything.