Zmiany w prezentacji reklamy internetowej a jej klikalność
Changes in Internet advertisement presentation and its CTR

Summary/Abstract: Contextual Internet advertisements are not only an attractive promotion form for companies, but also an income source for publishers. The article discusses contextual Internet advertisement presentation methods aiming to achieve the highest click-through rate (CTR), which directly influences publisherӳ income. A set of seven hypotheses was conducted using heat maps. The result of the study includes managerial implications dedicated for publishers.

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