Abstract
In spite of the large extent and variety of on-line ads, their effects on users are largely unknown. Although the diversity of ads on the web is staggering, and new types spring up all the time, their properties can be abstracted to a relatively small number of important generic features. These characteristics include whether they obscure content and whether users have the control to remove them. These factors were tested in a laboratory study and results will be shared with participants at the conference.
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McCoy, S., Everard, A., Polak, P., Galletta, D.F. (2007). Online Ad Intrusiveness. In: Jacko, J.A. (eds) Human-Computer Interaction. HCI Applications and Services. HCI 2007. Lecture Notes in Computer Science, vol 4553. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-73111-5_10
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DOI: https://doi.org/10.1007/978-3-540-73111-5_10
Publisher Name: Springer, Berlin, Heidelberg
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