{"id":"https://openalex.org/W2535228553","doi":"https://doi.org/10.1145/2983323.2983853","title":"Understanding Mobile Searcher Attention with Rich Ad Formats","display_name":"Understanding Mobile Searcher Attention with Rich Ad Formats","publication_year":2016,"publication_date":"2016-10-24","ids":{"openalex":"https://openalex.org/W2535228553","doi":"https://doi.org/10.1145/2983323.2983853","mag":"2535228553"},"language":"en","primary_location":{"id":"doi:10.1145/2983323.2983853","is_oa":true,"landing_page_url":"https://doi.org/10.1145/2983323.2983853","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/2983323.2983853?download=true","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 25th ACM International on Conference on Information and Knowledge Management","raw_type":"proceedings-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://dl.acm.org/doi/pdf/10.1145/2983323.2983853?download=true","any_repository_has_fulltext":null},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5083740230","display_name":"Dmitry Lagun","orcid":null},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Dmitry Lagun","raw_affiliation_strings":["Google, Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Google, Mountain View, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5059227343","display_name":"Donal McMahon","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Donal McMahon","raw_affiliation_strings":["Indeed, Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Indeed, Mountain View, CA, USA","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5012473160","display_name":"Vidhya Navalpakkam","orcid":"https://orcid.org/0000-0002-6996-5519"},"institutions":[{"id":"https://openalex.org/I1291425158","display_name":"Google (United States)","ror":"https://ror.org/00njsd438","country_code":"US","type":"company","lineage":["https://openalex.org/I1291425158","https://openalex.org/I4210128969"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Vidhya Navalpakkam","raw_affiliation_strings":["Google, Mountain View, CA, USA"],"affiliations":[{"raw_affiliation_string":"Google, Mountain View, CA, USA","institution_ids":["https://openalex.org/I1291425158"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":3,"corresponding_author_ids":["https://openalex.org/A5083740230"],"corresponding_institution_ids":["https://openalex.org/I1291425158"],"apc_list":null,"apc_paid":null,"fwci":2.429,"has_fulltext":true,"cited_by_count":25,"citation_normalized_percentile":{"value":0.89027251,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"599","last_page":"608"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11707","display_name":"Gaze Tracking and Assistive Technology","score":0.9922999739646912,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T11707","display_name":"Gaze Tracking and Assistive Technology","score":0.9922999739646912,"subfield":{"id":"https://openalex.org/subfields/1709","display_name":"Human-Computer Interaction"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11605","display_name":"Visual Attention and Saliency Detection","score":0.9876000285148621,"subfield":{"id":"https://openalex.org/subfields/1707","display_name":"Computer Vision and Pattern Recognition"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10286","display_name":"Information Retrieval and Search Behavior","score":0.9811000227928162,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/viewport","display_name":"Viewport","score":0.9466534852981567},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.7989533543586731},{"id":"https://openalex.org/keywords/gaze","display_name":"Gaze","score":0.607932984828949},{"id":"https://openalex.org/keywords/scalability","display_name":"Scalability","score":0.526333749294281},{"id":"https://openalex.org/keywords/human\u2013computer-interaction","display_name":"Human\u2013computer interaction","score":0.5218985676765442},{"id":"https://openalex.org/keywords/information-retrieval","display_name":"Information retrieval","score":0.5183790326118469},{"id":"https://openalex.org/keywords/inference","display_name":"Inference","score":0.4616353511810303},{"id":"https://openalex.org/keywords/mobile-device","display_name":"Mobile device","score":0.454941064119339},{"id":"https://openalex.org/keywords/presentation","display_name":"Presentation (obstetrics)","score":0.45077845454216003},{"id":"https://openalex.org/keywords/scrolling","display_name":"Scrolling","score":0.448882520198822},{"id":"https://openalex.org/keywords/multimedia","display_name":"Multimedia","score":0.43113386631011963},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.35833489894866943},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.2408601939678192}],"concepts":[{"id":"https://openalex.org/C2778090530","wikidata":"https://www.wikidata.org/wiki/Q2523931","display_name":"Viewport","level":2,"score":0.9466534852981567},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7989533543586731},{"id":"https://openalex.org/C2779916870","wikidata":"https://www.wikidata.org/wiki/Q14467155","display_name":"Gaze","level":2,"score":0.607932984828949},{"id":"https://openalex.org/C48044578","wikidata":"https://www.wikidata.org/wiki/Q727490","display_name":"Scalability","level":2,"score":0.526333749294281},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.5218985676765442},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.5183790326118469},{"id":"https://openalex.org/C2776214188","wikidata":"https://www.wikidata.org/wiki/Q408386","display_name":"Inference","level":2,"score":0.4616353511810303},{"id":"https://openalex.org/C186967261","wikidata":"https://www.wikidata.org/wiki/Q5082128","display_name":"Mobile device","level":2,"score":0.454941064119339},{"id":"https://openalex.org/C2777601897","wikidata":"https://www.wikidata.org/wiki/Q3409113","display_name":"Presentation (obstetrics)","level":2,"score":0.45077845454216003},{"id":"https://openalex.org/C59046462","wikidata":"https://www.wikidata.org/wiki/Q181319","display_name":"Scrolling","level":2,"score":0.448882520198822},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.43113386631011963},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.35833489894866943},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.2408601939678192},{"id":"https://openalex.org/C126838900","wikidata":"https://www.wikidata.org/wiki/Q77604","display_name":"Radiology","level":1,"score":0.0},{"id":"https://openalex.org/C77088390","wikidata":"https://www.wikidata.org/wiki/Q8513","display_name":"Database","level":1,"score":0.0},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/2983323.2983853","is_oa":true,"landing_page_url":"https://doi.org/10.1145/2983323.2983853","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/2983323.2983853?download=true","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 25th ACM International on Conference on Information and Knowledge Management","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.1145/2983323.2983853","is_oa":true,"landing_page_url":"https://doi.org/10.1145/2983323.2983853","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/2983323.2983853?download=true","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 25th ACM International on Conference on Information and Knowledge Management","raw_type":"proceedings-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2535228553.pdf","grobid_xml":"https://content.openalex.org/works/W2535228553.grobid-xml"},"referenced_works_count":25,"referenced_works":["https://openalex.org/W1967151960","https://openalex.org/W1973602439","https://openalex.org/W1976187638","https://openalex.org/W1979908638","https://openalex.org/W2000432130","https://openalex.org/W2004089651","https://openalex.org/W2011157790","https://openalex.org/W2024720850","https://openalex.org/W2043382629","https://openalex.org/W2048498434","https://openalex.org/W2069077938","https://openalex.org/W2073171099","https://openalex.org/W2096254678","https://openalex.org/W2102693936","https://openalex.org/W2104083296","https://openalex.org/W2106817091","https://openalex.org/W2118395326","https://openalex.org/W2120889650","https://openalex.org/W2125725603","https://openalex.org/W2136399505","https://openalex.org/W2150137742","https://openalex.org/W2151592910","https://openalex.org/W2165833384","https://openalex.org/W3005347330","https://openalex.org/W4285719527"],"related_works":["https://openalex.org/W2140578778","https://openalex.org/W2898227054","https://openalex.org/W2610935804","https://openalex.org/W2045726569","https://openalex.org/W2382380875","https://openalex.org/W2536555008","https://openalex.org/W1973602439","https://openalex.org/W4298057766","https://openalex.org/W1998009648","https://openalex.org/W4399200467"],"abstract_inverted_index":{"Mobile":[0],"Search":[1],"experiences":[2,44],"have":[3],"evolved":[4],"significantly":[5],"from":[6,162],"a":[7,28,200],"few":[8],"blue":[9],"links":[10],"that":[11,34,114,184],"require":[12],"users":[13,132],"to":[14,24,51,126,133,135,158],"click.":[15],"Recent":[16],"search":[17,120,210],"and":[18,39,49,69,75,94,107,130,193],"ad":[19,106,109,117,129],"units":[20],"surface":[21],"instant":[22],"information":[23],"the":[25,65,83,127,153],"user":[26,141,197],"in":[27,177],"variety":[29],"of":[30,67,82,96,104,155,169,196],"visually":[31],"rich":[32,108,116],"formats":[33,71,118],"include":[35],"images,":[36],"horizontal":[37],"swipes,":[38],"vertical":[40],"scrolls.":[41],"These":[42],"innovative":[43],"call":[45],"for":[46,88,190,203],"new":[47],"metrics":[48],"models":[50,157,166],"better":[52],"understand":[53],"searcher":[54],"behavior":[55],"on":[56,199],"mobile":[57],"phones.":[58],"In":[59,145],"this":[60],"paper,":[61],"we":[62,147],"study":[63],"how":[64],"presence":[66],"ads":[68,205],"their":[70],"impacts":[72],"searcher's":[73],"gaze":[74,161,172],"satisfaction.":[76],"We":[77,99],"systematically":[78],"vary":[79],"presentation":[80],"format":[81],"sponsored":[84],"result,":[85],"while":[86],"controlling":[87],"other":[89],"factors,":[90],"such":[91],"as":[92,206,208],"position":[93],"quality":[95],"organic":[97,209],"results.":[98,211],"experiment":[100],"with":[101,143],"several":[102],"configurations":[103],"text":[105],"formats.":[110],"Our":[111,165],"findings":[112,182],"indicate":[113],"showing":[115],"improve":[119,167],"experience,":[121],"by":[122,151,175],"drawing":[123],"more":[124,137],"attention":[125,198],"information-rich":[128],"allowing":[131],"interact":[134],"view":[136],"offers,":[138],"which":[139],"increases":[140],"satisfaction":[142],"search.":[144],"addition,":[146],"extend":[148],"prior":[149],"work":[150],"comparing":[152],"performance":[154],"various":[156],"infer":[159],"user's":[160],"viewport":[163,185],"data.":[164],"accuracy":[168],"existing":[170],"viewport-based":[171],"inference":[173],"methods":[174],"30%":[176],"Pearson's":[178],"correlation.":[179],"Together,":[180],"our":[181],"show":[183],"data":[186],"can":[187],"be":[188],"used":[189],"fast,":[191],"accurate":[192],"scalable":[194],"measurement":[195],"per-element":[201],"basis,":[202],"both":[204],"well":[207]},"counts_by_year":[{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":7},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":6},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":3}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
