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How effective are click-bait ads actually?

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    How effective are click-bait ads actually?

    I see a lot of ads in mobile games where it will say something like "tap here to do build a tower," or "swipe to throw ball," etc., and obviously clicking the aid brings to the download in the app/play store.

    Some of the games that employ these are highly successful games, like Mobile Strike.

    So are these click-bait ads actually effective?
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