if it causes slight discomfort in users. Personalized ads are found to be clicked much more than other ads. If a user is involved in a demanding task, more attention is paid to a personalized ad even though they already have a higher cognitive load. On the other hand, if the user is involved in a light task, lesser attention is given to both types of ads. Also, personalized ad in some case was not perceived as a goal impediment, which has been construed to the apparent utility and value offered in such ads. The involvement elicited overcompensates the goal impediment. Such ads do, however, increase privacy anxieties and can appear to be 'creepy'. An individual who is skeptical about privacy concerns will avoid such ads. This is because users think that the personally identifiable information is used in order for these ads to show up and also suspect their data being shared with third party or advertisers. Users are okay with behavior tracking if they have faith in the internet company that permitted the ad. Though such ads have been found to be useful, users do not always prefer their behaviors be used to personalize ads. It also has a positive impact if it also includes their predilection for style, and timing apart from just their interests. Ads are clicked when it shows something relevant to their search but if the purchase has been made, and the ad continues to appear, it causes frustration. Contrasting to this, personalization enhanced recognition for the content of banners while the effect on attention was weaker and partially nonsignificant, in the studies conducted by Koster et al. overall exploration of web pages and recognition of task-relevant information was not influenced. The temporal course of fixations revealed that visual exploration of banners typically proceeds from the picture to the logo and finally to the slogan. Promotions The traditional ways of attracting banner with phrases like "click here" etc., do not attract viewers. Prices and promotions, when mentioned in banner ads do not have any effect on the CTR. In fact, the absence of it had the most effect on impressions. Display promotions of banner ads do not have a major impact on their perceived usefulness. Users assume that all ads signify promotions of some sort and hence do not give much weight to it. Recommendations Native ads Effective ads are less like banner ads.