When you are using Traffic swarm do actually read the ads?

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I hate to admit this, but most times when I am using Traffic Swarm or one of the other exchanges, I don't actually read the ads. Most times the sites are just copies of each other or the same endless affiliate website. Most times I'll open up Traffic Swarm in one tab and then open up My Lot in another tab and post at the same time that I'm surfing. This works for some of my sites that pay per view. However, yesterday, I joined a blog traffic exchange network and found that some of the blogs were really interesting and I found myself actually reading the content as the timer counted down. Guess it depends on site content. So, do you always read the ads on sites while you are surfing for traffic?