• Pooja Gupta

This article examines empirical studies from the past decade on how internet display advertising impacts the accessibility and quality of a website's user experience. The following is addressed as a result of an in-depth examination of research topics, methodology, and results of the evaluated studies: (a) Which theoretical and conceptual background knowledge, based on psychological explanations of consumer cognition, affection, and actions, can best facilitate the design and investigation of internet ads, and (b) which specific ad features and properties are key to understanding and favoring certain types of user effects. Web researchers and specialists are urged to contact internet ads from a deeper perspective, which would be focused on characteristics of online interplay that go beyond of mostly factors, by leveraging this reference knowledge on the benefits of advertisements and their hidden costs. Many of the ideas and models established for advertising effectiveness, as well as the factors used to evaluate it, may and should be used to evaluating the quality of the customer experience while using websites in general, whether or not they include advertisements.

Advertising, Hidden Costs, Knowledge, Management, Online Research.

"An overview on Online Advertising Effects on the User Experience", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.20-23, September 2018, Available :http://www.jetir.org/papers/JETIRFJ06005.pdf

"An overview on Online Advertising Effects on the User Experience", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp20-23, September 2018, Available at : http://www.jetir.org/papers/JETIRFJ06005.pdf