Someone explained the reasoning behind this at one time and I forgot.
When you go to a news article, the web page will only show the beginning portion of the article. Then there is the ‘Continue Reading’ button. Why is this?
My thought is that if I didn’t want to read the entire article, I wouldn’t have clicked the link. Is this for tracking purposes?
In: Technology
The main reason is usually to increase the viewability of ad units by causing dwell whilst the button is viewed, clicked and loads the content.
It is not to measure engagement as others are saying as you just do that with scroll depth, which is more effective and less likely to harm engagement.
Display ads are often only paid when they are deemed viewable. There are a few different measures of this, but Google’s is that at least 50% of the ad unit is view format least 1 second.
Place a read more near that ad unit and your viewability rockets. Sites with high viewability not only get paid for more impressions but also command higher rates.
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