showed that the difference between exposure effect of dynamic and static placement to be small, with exposure effect of dynamic being slightly more, and so choosing dynamic placement would not be a mistake. An approach such as MILP could be used by advertisers to find the most efficient location of banners. Relevance If a website serves ads unrelated to its viewers' interests, about 75% of viewers experience frustration with the website. Advertising efforts must focus on the user's current intention and interest and not just previous searches. Publishing fewer, but more relative, ads is more effective. This can be done with the use of data analytics and campaign management tools to properly separate the viewers and present them ads with relevant content. Information about customers goals and aspirations could be gained through gamification tools which could reward them for providing valuable information that helps segment users according to their interests and helps effective targeting. Interactive ads could be used to make the customers aware of their products. Such tools could be quizzes, calculators, chats, questionnaires. This will further help in understanding the plans of potential customers. Ads should be presented as tips or expert advice, rather than just plain ads. Social media All forms of advertising scored low in the trust factor study by the Nielsen Report on Global Trust in Advertising and Brand Messages from April 2012. But Facebook's "recommendations from people I know" scored highest on the trust factor, with 92 percent of consumers having no problem believing this source. Also, brand websites scored higher than paid advertising but lower than social recommendations. The promotion of product or services through known people piqued interests of users as well as the views of ads much more effective than banner ads. This way advertisers are able to elicit and transfer feelings of safety and trust from friends to the ads shown, thereby validating the ads. The social pressure by the peer group has the ability to not make the users view ads but also encourage them to change attitudes, and consequent behavior in order to adapt to group customs. Businesses could interact with customers on social media, because not only they spend more time there, but also listen to recommendations from friends and family more than advertisers. Companies could reward customers for recommending products. Digital applications could include features that will allow them to share reviews or feedbacks on social