Online video platforms face the challenge of balancing the needs of their users with those of
their advertisers. Although users typically prefer to have less intrusive ads, advertisers aim to …

Purpose The purpose of this study is to investigate online viewers' preferences concerning
the number and duration of video advertisements to watch during commercial breaks. The …

Audiences are hostile to advertising on the Internet, so ad-supported video streaming
services have experimented with new interactive formats to make viewers more receptive to …

Technology has changed how we process mediated information by enabling more
interactive and relevant communication processes. Today, media communication is primarily …

This study aims to review digital advertising literature, to identify and define different aspects
of 'digital advertising'role in consumers' behavior. Researchers investigated the role of …