According to AdRoll, an ad-tech company that counts 25,000 advertisers and reaches 1 billion users every quarter, New Hampshire and Maine have the second-lowest average “click-through” rate on online ads in the country. Only Utah is lower.

The data, as I found in this Quartz article, puts states on a 10-point scale that doesn’t obviously associate with a metric you and I would understand. Mississippi has the highest-click through rate, so it gets a 10. New Hampshire and Maine are tied for second (or third, depending on how you define it) with a 6.8, which means I don’t know what except that we don’t click as much. Utah is the lowest, at 6.6. Those ad-blocking Mormons!

Speaking as a man whose paycheck depends on advertising, this is not necessarily something to celebrate.

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