How does interactivity of online media hamper ad effectiveness

The development of the Internet has increasingly led to advertisements presented on rich and interactive websites offering users a high level of control over the contents they are exposed to— sometimes to the extent of allowing them to skip "unwanted" ads preceding the desired content.

Introduction

Evolution and interactivity of online media

The Internet has profoundly changed the daily lives of hundreds of millions of people. It has increasingly provided users with virtually unlimited and rich content, as well as interactivity that offers users a high degree of control in their processi