Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The cost of annoying ads

The cost of annoying ads The Cost of Annoying Ads DANIEL G. GOLDSTEIN Microsoft Research and R. PRESTON MCAFEE Microsoft Corporation and SIDDHARTH SURI Microsoft Research 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 two experiments 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 annoying and innocuous ads for use in the second experiment, in which users were given the opportunity to categorize emails for a per-message wage and quit at any time. Participants were randomly assigned to one of three different pay rates and also randomly assigned to categorize the emails in the presence of no ads, annoying ads, or innocuous ads. Since each email categorization constituted an impression, this design, inspired by Toomim et al. (2011), allowed us to determine how much more one must pay a person to generate the same number of http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ACM SIGecom Exchanges Association for Computing Machinery

Loading next page...
 
/lp/association-for-computing-machinery/the-cost-of-annoying-ads-0B59FiJ8qi
Publisher
Association for Computing Machinery
Copyright
Copyright © 2015 by ACM Inc.
ISSN
1551-9031
DOI
10.1145/2728732.2728739
Publisher site
See Article on Publisher Site

Abstract

The Cost of Annoying Ads DANIEL G. GOLDSTEIN Microsoft Research and R. PRESTON MCAFEE Microsoft Corporation and SIDDHARTH SURI Microsoft Research 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 two experiments 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 annoying and innocuous ads for use in the second experiment, in which users were given the opportunity to categorize emails for a per-message wage and quit at any time. Participants were randomly assigned to one of three different pay rates and also randomly assigned to categorize the emails in the presence of no ads, annoying ads, or innocuous ads. Since each email categorization constituted an impression, this design, inspired by Toomim et al. (2011), allowed us to determine how much more one must pay a person to generate the same number of

Journal

ACM SIGecom ExchangesAssociation for Computing Machinery

Published: Jan 28, 2015

There are no references for this article.