Searching advertising placement in cyberspace

The effective placement of ads is important, especially those placed on the World Wide Web. As a supplement to existing measure of visit count, proposes the use of "exposure" as a means to measure the effectiveness of the Web ad placement. Furthermore, based on the relationship among products placed on the same Web page and the purpose of the ad, proposes an analytical framework and guidelines on whether to make the ad a destination or a control site, in order to maximize the exposure and minimize the competition.