Publishers and advertisers can't differentiate between the types of impressions an ad does on a site. A perusing reader is no better than an accidental reader. An article that provides worthwhile advice is no more valuable than one instantly forgotten. So long as the page loads and the ads are seen, both sides are fulfilling their purpose. A click is a click.
Ryan Holiday, Trust Me, I'm Lying: Confessions of a Media Manipulator
clicks, journalism, marketing, media, pr, public-relations