Chitika is one of the leading search based CPC advertising networks. Chitika’s ads are unique in that it displays the ads which are related to key words entered in the search box. These highly targeted ads are very much preferred by bloggers as they give them best revenues which sometimes even exceed those of Google Adsense. Despite being one of the leading advertising networks, Chitika has traditionally focused only on CPC ads.

The traditional preference for CPM (display ads) by some publishers made Chitika to change its strategy and it has recently started providing display ads. It started showing display ads on some selected websites on a test basis since May 2013. Once their viability was proven, its rolled out display ads for all the publishers in October 2013.

However, unlike other ad networks which exclusively focus on CPM ads like BuySellAds and Blog Ads, Chitika doesn’t allow publishers to allocate any specific space which can be bid by advertisers. Instead, display ads will be shown in the regular space allotted for the CPC ads. Chitika’s Smart Ad Technology will decide whether a CPC or CPM ad will give better revenues for a given ad space to the publisher.

Chitika claims that publishers showing display ads are reporting a 3 times increase in their revenues. This might not be the same to all the publishers due to varying factors. Publishers who just see text ads on their websites need to change their account settings to show both text and image ads as CPM ads do well in the image/rich media format (see image below).

Publishers should also keep in mind that all the ad sizes offered by Chitika don’t support image/rich media display ads. The below selection of the most popular ad formats only support display ads:

  • 120 x 600
  • 160 x 600
  • 250 x 250
  • 300 x 250
  • 300 x 600
  • 336 x 280
  • 468 x 60
  • 728 x 90

Changing the ad size by tinkering with the ad code can also result in display ads not being displayed on the websites.

I would like Chitika to give more freedom to publishers to decide whether to show display text/image ads and CPC/CPM ads in a given ad space in the future.