Native ads are ads that are delivered within the online feed content. For example, short video ads played between episodes of a series, text ads in social feeds, graphics ads within mobile apps. The idea is that the ads are designed as a part of general experiences in order to not move the user away from their task. Native ads are better in gaining attention and engagement than traditional ads. In an experiment conducted by Infolinks, integrated native ads were seen 47% faster than banner ads and these areas had 4.5 times more fixations than banner ads. Also, time spent by a user was 40 times more, which leads to better recall. Native ads are consumed the same way as the web content. Viewability can be defined as a measure of whether an ad is visible on a site. Location and placement of an ad affect the viewability. Native advertisements have better viewability because they are better integrated with the website and have useful formats for customers; this is one of the reasons why in-image ads have gained popularity. They are generally found in prime locations laid on top of website images which make them highly visible. Placement Non-traditional placement of ads is important since users become trained in avoiding standard banner areas. But it should not disturb their experience of the content. Simple ads placed in a non-traditional and non-intrusive area have a better impact than rich media with usual placement. MILP (Mixed Integer Linear Programming) approach to tackle banner blindness is based is on the hypothesis that the exposure effect of banner changes from page to page. It proposes that if a banner is not placed on one web page and unexpectedly appears on the next, there would be more chances of the users noticing it. Data for the study was obtained from the clickstream. Then preprocessing was done to clean the data, remove irrelevant records, link it to specific users, and divide the user records into user sessions. Next, Markov chain was used to calculate the total exposure effect of a specific banner setting on a user. The theory of a mixed integer linear programming (MILP) is applied to select the location for the banner, where two situations were considered – one where a banner remained at one location on the webpages and the other where it frequently changed throughout the day. The result of the study