Page views and visitors are more important than clickthrough for this site, but clickthrough is still an issue for any website.
For better or worse, the number clicks is still used by those who buy ad space as the prime evidence that a campaign is working.
Well bang my bongos and call me Desi!
While you are in the answering mood answer me this:
Are the pop-ups (not a problem) with sound (kind of a problem) supposed to show up with greater frequency than the takeover? They are for me and if I'm seeing them I want to be certain you are getting credit for them. I spent some time yesterday making certain that the ads from this site do show up on my computer.