impact when the user browses fewer web pages. When the ads were placed in e-commerce sports websites and print media, highly associated content led to more favorable attitudes in users towards ads. In forced exposure, like pop up ads, congruence improved memory. But when users were given specific tasks, incongruent ads grabbed their attention. At the same time, in a specific task, ad avoidance behaviors are said to occur, but which has been said to be mitigated with congruent ads. Free tasks attracted more fixations than an imposed task. The imposed task did not affect memory and recognition. Free task affected memory but not recognition. The combination of free task and congruence has been said to represent the best scenario to understand its impact since it is closer to real life browsing habits. The importance of congruency is that, even though it does not affect recognition and memory, it does attract more fixations which is better than not seeing the ad at all. In one such test conducted, a lesser known brand was recalled by a majority of people than an ad for a famous brand because the ad of the lesser known brand was relevant to the page. The relevance of user's task and the content of ad and website does not affect view time due to users preconceived notion of the ads irrelevance to the task in hand. On the flip side, the congruency between the ad and the editorial content had no effect on fixation duration on the ad but congruent ads were better memorised than incongruent ads, according to the experiments conducted by Hervet et al. Personalization Personalized ads are ads that use information about viewers and include them in it, like demographics, PII, purchasing habits, brand choices, etc. A viewer's responsiveness could be increased by personalization. For example, if an ad contained his name, there is a better likelihood of purchase for the product. That is, it not only affects their intention but also their consequent behavior that translates into higher clicks with a caveat that they must have the ability to control their privacy settings. The ability to control the personalization and customizability has a great impact on users and can be called as a strong determinant of their attitudes towards ads. Personalized information increased their attention and elaboration levels. An ad is noticed more if it has a higher degree of personalization, even