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| Content Provider | ACM Digital Library |
|---|---|
| Author | Leibovich, Limor Golbandi, Nadav Lempel, Ronny Rokhlenko, Oleg |
| Abstract | The main monetization vehicle of many Web media sites are display ads located on article pages. Those ads are typically displayed either as banners on top of the page, or on the page's side bar. Advertiser ROI depends on the quality of ad targeting, as well as on how noticeable those ads are to users reading the article. Focusing on the latter issue, previous work has studied which ad positions are, on aggregate, more noticed by users. This work takes the first step toward the personalized positioning of ads on article pages. We demonstrate a correlation between the level of attention that users devote to a story, and the position of the most noticeable graphic element on the side bar. In particular, we find that the graphic element most noticed by a user is roughly to the side of the point in the article where the user's attention waned. We argue that this finding lays the foundation for increasing display advertising effectiveness by tailoring ad positions on each article page impression to the user viewing it. |
| Starting Page | 196 |
| Ending Page | 201 |
| Page Count | 6 |
| File Format | |
| ISBN | 9781450319676 |
| DOI | 10.1145/2481492.2481516 |
| Language | English |
| Publisher | Association for Computing Machinery (ACM) |
| Publisher Date | 2013-05-01 |
| Publisher Place | New York |
| Access Restriction | Subscribed |
| Subject Keyword | Ads positioning User attention |
| Content Type | Text |
| Resource Type | Article |
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