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I know a person who makes quite a lot of money based on impression based advertising. Bascially the more page impressions they get, the more money they make.

To be blunt, they probably don’t care much for their advertisers - they just want to increase the impressions. That said, it’s a model and if people are prepared to pay for the adverts to go on these sites, then I presume everyone is happy.

One way of making the most of this model is this example, where the blogger suggests that it is a viral video they ‘like’ when in fact they earn money from the view…. make of that what you will.