Eye-tracking study: Viewers need entire web ad on screen for at least 14 seconds to matter

A screen from Sticky, for home-based eye tracking. According to the Internet Advertising Bureau (IAB) and the Media Rating Council, an online ad is deemed “viewable” if half of its pixels appear on the screen for at least one second. It’s always been a curious measurement, given that no human could be expected to respond to seeing half an ad for a second.Read the full article