there has been a lot of talk about this study in the tech industry and I figured it was relative to newschoolers since a lot of revenue I assume comes from banner ads. Basically this article says that banner ads can't be measured based on clicks and that they are really not very effective at increasing the chance of a purpose or creating brand loyalty. They say over 50% of banner ads clicks come from LESS thne 6% of the entire internet population. They call these people "heavy clickers" and most heavy clickers are between the agres of 25-44 and make less then 40 grand a year in salary. More studies like this are coming out which is drastically effecting online advertising.