I've been saying exactly this for quite a while. It is so incredibly stupid to replace the ads when the back button is hit. The probability that I hit the back button to click one of the ads is quite high, and the probability that I'll want to click one of the new ads that replace the one I was trying to get to is virtually zero.
Re:Gigaom Closes Down
by ankitoberoi on Tuesday March 10, 2015 @11:14AM
(#9178137)
> There have been a few times I've seen an ad on a website that looked like it was for something I wanted, and wanted to click it.
Absolutely. IMO, Banner Blindness alone is the biggest reason why web publishers are facing difficulty in monetising web inventory.
Many a times, people don't notice ads even if they were relevant to them, just because of banner blindness. In fact, 3 out of 10 display ads are never seen [1]
[1] http://www.adpushup.com/blog/banner-blindness/ (Disclosure: I wrote this)
There have been a few times I've seen an ad on a website that looked like it was for something I wanted, and wanted to click it.
The problem is that I pretty much ignore the ads while I'm reading the page content, and so I only noticed these ads when I'd finished the content and clicked a link to leave the page, and my eyes are wandering while I wait for the new page to start loading. I click back to try to get back to the ad, and something else has taken over its spot. I might refresh a few times to try to get the desired ad back, but that has never worked for me.