A viewable impression in a cluttered environment is unlikely ever to be noticed. Many of today’s pages are a hot mess of links, content, graphics, skins, unrequested video and floating banners. They are an assault on the senses, and one sense in particular — our vision — does some quick filtering to skip through the obstacles and find what we came for. If the cognitive dissonance is too strong, we’re gone. The ads we skipped counted as viewable, but we never noticed them.
note to self
how's my typing?
