Abstract. Here, we discuss the evolution of advertising in other mediums from a user’s perspective, with a particular focus on web advertising. By charting advertisements through their advancement from novelty to sophistication, we can see that technical advances often arrive in conjunction with intrusion and consumer irritation. We compare this to the early trials of non-traditional advertising techniques that have been attempted, and show that many of the same mistakes are being made now as we move towards a new era of pervasive advertising.
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