QBHF VTFS`T FZFCBMM UFOE UP NPWF BXBZ GSPN UIF CPUUPN BSFB ˙$53PG#BOOFS"ET(PFT%PXO 8JUIBOJODSFBTJOHJO*5MJUFSBDZSBUF XFBSF TFFJOHBOEFDSFBTFPG$53POCBOOFSBET ˙.JTT$MJDLPO4NBSUQIPOF 5ISPVHISFTFBSDIXFTFFUIBUDMJDLTGVSUIFS UIBOQJYFMTGSPNUIFFEHFDBOCFDPOTJEFSFE BTBNJTUBLF5IFSFGPSF'SFBL0VU DBNQBJHOTXF BSFTFFJOHBSPVOENJTUBLFODMJDLT 0% 1% 2% 3% 4% 200220032004200520062007200820092010 Source: 2013 FreakOut Inc. Source: 2015 Sharethrough, Inc. NO BANNER AD WITH BANNER AD Representative Example of Eye-Tracking Result False Clicks 29% Nor mal Cli c… Source: 2014 FreakOut Inc.