Cognitive load in hypertext reading: A review
Computers in Human Behavior
An eye tracking study of the effect of target rank on web search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Not quite the average: An empirical study of Web use
ACM Transactions on the Web (TWEB)
An experimental comparison of click position-bias models
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Interpreting the layout of web pages
Proceedings of the 20th ACM conference on Hypertext and hypermedia
The effects of exposure time on memory of display advertisements
Proceedings of the 12th ACM conference on Electronic commerce
Improving the effectiveness of time-based display advertising
Proceedings of the 13th ACM Conference on Electronic Commerce
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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.