Saw this on my site and some other sites awhile back, not sure if the campaign is still going on with this. A few things I want to point out is this new technique advertisers are using. They clearly define (age group, geographic locations .. etc.) who they want clicks from but does not show any description on the surface. The worse thing is since it's an image ads, there is no way to find out who the advertiser is with the mouse-hover technique. People click the ads not because they are interested, they are just curious to know what is behind the ads. That's the worst state of mind people can have when they click your ads. Not knowing what to expect, once they find out what it really is behind the banner, they are usually disappointed most of the time and hit the back button immediately and thus lowering the percentage of conversion and dropping the time the person stays on the advertiser' site. Advertisers can use this excuse to lower the CPC value to bid and if your site is targeted, you may even get smart-priced in return, since the visitors you refer to don't convert. But this is not publishers' fault, this is simply a trap lay by the advertisers. What I did was I went to a site similar to my site and found the exact same ads. Clicked it and found out who the publisher was. It was some love calculator site and I suspect it pays very little per click. Anyhow, just wanted to get this out there and see what others think about this.