TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Schmidt, Lennard
A1  - Maier, Erik
T1  - Assessing ad attention through clustering viewport trajectories
T2  - Making digital inclusive : blending the local and the global : ICIS 2020 : International conference on information systems, 13-16 December 2020 : proceedings
N2  - Advertisers have to pay publishers for “viewable” ads, irrespective of whether the users paid active attention. In this paper, we suggest that a granular analysis of users’ viewing patterns can help us to progress beyond mere “viewability” and toward actual differentiation of whether a user has paid attention to an ad or not. To this end, we use individual viewport trajectories, which measures the sequence of locations and times an object (e.g., an ad) is visible on the display of a device (desktop or mobile). To validate our model and benchmark it against the extant models, such as the “viewability” policy (50% threshold) model, we use data from an eye-tracking experiment. Findings confirm the improved model fit, highlight distinct viewing patterns in the data, and inform
information processing on mobile phones. Consequently, implications are relevant to publishers, advertisers, and consumer researchers.
Y1  - 2020
UR  - https://aisel.aisnet.org/icis2020/digital_commerce/digital_commerce/5/
N1  - Conference paper : Making digital inclusive : blending the local and the global : ICIS 2020 : International conference on information systems, 13-16 December 2020 : proceedings
N1  - Paper Number 1659
ER  -