Overstated Overture Impressions?

Is Overture overreporting impression data

[scout]

We have been tracking our Overture traffic for several years now and have noticed a disturbing trend between last year and this year.

First, on average, our click thru rates are about 1/2 of what they normally are, but the really disturbing thing about this is that impressions on these keywords have gone up 3X or more. The increase in reported impressions is much, much more than what the search engine traffic is growing at.

Keywords that used to get 15% to 20% CTR in first position, are now getting 1% to 2% CTR in first position.

Is anyone else have problems with plummeting CTRs in the first bidding position or with what they suspect are overstated impressions being reported by Overture?

[SEMprofEC]

I'm not sure if this is related, but in the month of June and into July my yahoo impressions went up drastically, by over 300%. In general we have seen a definite increase of impressions over the course of 2005.

I had done some research and even called Yahoo! to try to get some insight. All they suggested is that they have over 1,000 affiates and partners and gain more each day, which could lead to the dramatic increase of impressions.

I also, did some research in my industry to see if there was any major news around my keywords. I only found one piece of news that was pretty big, but I am curious to hear if others have also noticed a huge increase in their impressions as well (also in what industry)?

[Tropical Island]

All they suggested is that they have over 1,000 affiates

Are you "search" only or do you have content activated?

[twelver]

I've noticed a significant increase (over 40%) in the number of impressions just in the last 3 days. They have been steady for over 2 years. I haven't changed anything recently so I stumped.