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Press Release Links Can Put Sites in Hot Water | WashPost: Invasive Ads Work

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  • Google is equating press releases with advertisements, advising websites to flag links to releases with a "no follow" tag, or else the search giant may treat the linking site as though it had accepted payment for the link. This will surprise many sites that link to press releases as a matter of course for background information and attribution.

Creative:

  • To no one's surprise, but for maybe the Washington Post, the Washington Post proved that ads that scroll around the site chasing the reader perform better on a clickthrough basis than do ads that sit atop a site and are seen only briefly. Newspapers as a category have been much more aggressive on average in deploying the more invasive of the available ad types, with local newspapers commonly still featuring pop-ups.

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