IAB UK study: The Rules of Attention


In July 2019, IAB UK conducted a study looking at The Rules of Attention

The aim of this study is to understand more about the factors that determine the amount of attention online ads receive.

Specifically, IAB UK have tested the following:

  • Quality of environment
  • Location of the ad
  • Device-appropriate ad units
  • The impact of targeting
  • Whether clutter matters

Many thanks to our colleagues in IAB UK for allowing us to share The Rules of Attention_0 (1).