Digital Advertising's Human Toll: How Implied Cost-to-User Affects Web Content Platforms (A Research Proposal)

Digital Advertising's Human Toll: How Implied Cost-to-User Affects Web Content Platforms (A Research Proposal)

Online advertising is a 26 billion industry in the US. While this represents significant income for Web sites hosting such ads, sites need to balance the income against the needs of their audience. Inasmuch as advertisements dissuade users from returning to a site and cause delays and decreases in t...

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Hauptverfasser: Dunn, B. K., Galletta, D. F.
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Sprache:eng
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Advertising
Context
Internet
Laboratories
Media
Web sites
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description Online advertising is a 26 billion industry in the US. While this represents significant income for Web sites hosting such ads, sites need to balance the income against the needs of their audience. Inasmuch as advertisements dissuade users from returning to a site and cause delays and decreases in task performance, their presence extracts a "cost" from users. This proposal discusses exploring drivers of this cost through a laboratory experiment in which subjects navigate a purpose-built Web site in order to complete a task all the while being subjected to a given advertising treatment.
doi_str_mv 10.1109/HICSS.2012.216
format Conference Proceeding
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source IEEE Electronic Library (IEL) Conference Proceedings
subjects Advertising
Context
Internet
Laboratories
Media
Web sites
title Digital Advertising's Human Toll: How Implied Cost-to-User Affects Web Content Platforms (A Research Proposal)
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