a user wants to find something on the web page and ads disrupt or delay their search, they will try to avoid the source of interference. Ad clutter Increase in the number of advertisements is one of the main reasons for the trend in declining viewer receptiveness towards internet ads. There exists a direct correlation between number of ads on a webpage and "ad clutter", the perception that the website hosts too many ads. Number of banner ads, text ads, popup ads, links, and user annoyance as a result of seeing too many ads all contribute to this clutter and a perception of the Internet as a platform solely for advertising. An important determinant in users' viewing behavior is visual attention, which is defined as a cognitive process measured through fixations, i.e. stable gazes with a minimum threshold. As users can concentrate on only one stimulus at a time, having too many objects in their field of vision causes them to lose focus. This contributes to behaviors such as ad avoidance or banner blindness. Shared bandwidth Advertising on the internet is different from advertising on the radio or television, so consumer response likewise differs. In the latter, the consumer cannot interrupt the ad except by turning it off or changing to a different channel or frequency. Conversely, websites are plagued with various components with different bandwidths, and as a banner ad occupies only a small percentage of a website, it cannot attract the user's complete attention. Major components A customer's existing opinion of a product (in this case, banner ads) is the cognitive component of ad avoidance, which in turn influences attitudes and behavior. The customer will typically draw conclusions from their previous experiences, particularly the negative experiences of having clicked unpleasant ads in the past. Their general feeling about an object is the effective component of the customer's ad avoidance; for example, if they are already averse to ads in general, this aversion will be bolstered by ads on a website. Finally, the behavioral component of ad avoidance consists of taking actions to avoid ads: scrolling down to avoid banner ads, blocking popups, etc. Familiarity The behaviors of the viewers and their interests are important factors in producing CTR. Research shows, people in general dislike banner ads. In fact, some viewers do not look at ads when surfing, let alone click on them. Therefore, when one gains familiarity with