Google AdSense to penalize usage of other Ad-networks?

Posted on Mar 21, 2010 in Adsense
Trying out more than one advertising program on my forum I noticed something interesting: immediately after adding Kontera to my forum my Pay-Per-Click went down. It went down by around 40 %. Despite generating additional revenue through Kontera, my overall revenue went down due to the dramatic change in the PPC.

More revenue with additional Ad-Programs – Never!

I noticed something similar a while ago when I was using a Popunder code by Valueclickmedia on my site. After removing the codes the PPC went up right away. Exactly the same thing now happened this week with Kontera. The test period has only been 3 days because the reduction in income really hurt, but right after removing the Kontera code the PPC immediately went up to the same value.

Why could evil AdSense do that to us publishers?

On the one hand there is a simple explanation: AdSense does not have any real competition, with their monopoly they are easily able to do whatever they want with us. We are forced to accept that they do not want us to have other ad-programs along then.On the other hand it may be a consequence of AdSense’s algorithm. I previously explained that it’s rationale if AdSense takes all their data into consideration for the determining the PPC. That way AdSense is able to perfectly adjust the AdSense PPC depending on the quality of the clicks. That way they are for example able to reduce the PPC for sites which have a lot of missclicks (accidental clicks for example).My idea is that AdSense reduces the PPC due to the fact that the quality of our clicks is reduced. The quality is reduced because you distract your visitors from clicking your AdSense ads right away. They focus on the other ads on your site and then even be less interested in the AdSense ads. That does not conclude that your CTR goes down, but may subconsciously lead to less conversions per click for the advertiser.Discussion – what are your thoughts on this? I’d love to hear what you have to say :-).