I have been seeing it for the last several days. MY CPC has gone up by nearly 50%. I'll enjoy it while it lasts...
we are publishers, so we don't care about cpc(cost per click). all we care about is epc(earnings per click), which should always be less than the cpc that the advertiser pays google. that said, you could see an increase in epc if mfa income was a significant part of your earnings, i.e., your average epc was in the $.01-.03 range.
I had a short-term boost in epc but it went back to normal so I'm going to assume it was the usual short-term random fluctuation and not related to arbitrage. That said as a Google USER, I'm happy to see MFA going away.
I concur. I have seen a difficult to measure change. A few of my pages which were doing very well with "spammy" AdWords ads are now getting only a small percentage of the clicks which they were previously enjoying. But, the loss seems to have been made up almost exactly by a mass of pages which each made a small gain. Are they any AdWords advertisers here? I wonder if they have seen any effects from this change?