Does the content of a news article influence the effectiveness of ads placed within it? In this episode, JMR Co-Editor Brett Gordon discusses the recently published paper, “Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment,” with authors Andrewy Simonov (Columbia Business School),Tommaso Valletti, and Andre Veiga (both from Imperial College Business School). The idea for the paper was born in the early days of the COVID-19 pandemic, when the researchers learned that some advertisers were using “block lists” to prevent their ads from appearing on publishers' websites with pandemic-related news content. Did the advertisers have a point? Or, they wondered, might this be based on a misunderstanding of how we, the audience, actually engage with content and the ads that appear alongside it?
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