A very good study that shows that annoying ads cause ad blindness, impacting all future ads. This is an externality, like pollution, where an annoying ad gets a benefit (short-term increase in CTR on this ad) but imposes costs on others (long-term decrease in all ad CTR). It suggests that publishers should charge annoying ads a lot more than they currently do to compensate for the negative impact on all other ads on the publisher's website.

Key quote from the paper: "Ads are often annoying ... [and] the practice of running annoying ads can cost more money than it earns."
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