The cost of annoying ads

  title={The cost of annoying ads},
  author={Daniel G. Goldstein and R. Preston McAfee and Siddharth Suri},
  journal={SIGecom Exchanges},
Display advertisements vary in the extent to which they annoy users. While publishers know the payment they receive to run annoying ads, little is known about the cost such ads incur due to user abandonment. We conducted a two-experiment investigation to analyze ad features that relate to annoyingness and to put a monetary value on the cost of annoying ads. The first experiment asked users to rate and comment on a large number of ads taken from the Web. This allowed us to establish sets of… CONTINUE READING
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