Does pCTR impact over time?

Yes, pCTR does impact over time. The propensity for users to click on ads can increase, which suggests that the predicted click-through rate (pCTR) would also rise. If the actual user behavior aligns with these predictions, the pCTR may remain stable, indicating that the system's expectations are accurate^[1].

Additionally, the challenge arises with older pages accumulating more clicks over time, potentially leading to staleness. This situation can affect the freshness of search results, as newer pages start with fewer clicks. Therefore, accommodating for this click accumulation is essential for ensuring a relevant set of results^[2].

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