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Since the dawn of time, advertisers have been worried about the efficacy of online display ads.  This is in part because, in the mid-1990s, they were taught that online display ads had one purpose in life, which was to get people to click on them.

Of course, nothing could have been farther from the truth.  Online search ads are great for clicks, because when people encounter search ads, they're looking for something to click on.  When people encounter display ads, meanwhile, they're not looking for something to click on--they're looking for something to read.

Read the full story on Silicon Valley Insider