Web publishing is a circular business. You produce a carefully crafted resource that’s useful and entertaining to your users. You offer contextual ads from a trusted source—that’s us—that strengthen your brand and message and, hopefully, bring you revenue from qualified clicks, which in turn can benefit the advertiser. That’s the formula, and we’ve always thought it a fair one.

In short, we like to think that we provide quality, for you as a publisher, for our advertisers and for the user. It’s a big circle of value. The circle can get warped, however, when users click on ads that don’t meet their needs, which can lead to poor conversions for advertisers.

Quality-Based Pricing
In our ongoing effort to strengthen our network, we’re introducing a new traffic quality feature called “quality-based pricing.” Under quality-based pricing, the traffic you drive to the advertiser will be priced commensurate with the value that advertisers receive.

It’s an important step that reinforces our overall commitment to deliver long-term success for our publishers, a high-quality experience for users, and high-value traffic to our advertisers.

This may have an impact on your business. When you provide quality traffic to our advertisers, this in turn may lead to better click revenue for you. Conversely, driving poor quality traffic to our advertisers may lead to reduced revenue.