## 2 Materials and Methods
### Website and User Scenarios  
The website used during the experiment was implemented with the free tool \"Figma\". With the help of various plug-ins, the different advertising techniques that were the focus of this study were added. Then, the website was presented locally on the computer on which the eye-tracking equipment was operated using a website link.  
The website consisted of seven articles, which the user was asked to open in order. In each of these articles, there was one advertisement placed--right rail, right rail animated, modal, non-modal, banner, intraconent with content reorganization, intraconent without content reorganization--of a different type and size and neutral content that served our research purposes. Figure 1 depicts the seven ads placed on the pages of the pilot website that was designed for the experiment. The content of the pages was in the Greek language, so that no participant would have difficulty reading and searching through the text.  
Starting from the \"Homepage\", users were exposed to a right rail ad on the right-hand side of the page. In the second article, there was a non-modal ad on the right-hand side of the page, which could be closed if the user wished. The first pop-up ad of the modal type was placed in the third article, where it appeared above its main content and could be closed if the user wished. In the next article, there was the banner at the top of the page. The next pop-up ad was in the fifth article. It was of the intraconent with content reorganization type and appeared suddenly in the main content of the page, readjusting/moving it. In the sixth article, there was an intraconent without content reorganization ad, which was in the main content of the page without causing any problems and could not be closed. In the last article that opened on the website, there was a right rail animated ad, which was on the right-hand side of the page and animated, gif-type.  
At the beginning of the user testing session, users were given verbal instructions to ensure that they all would enter all of the pages that made up the website. Users were introduced to the procedure by the following: _\"In this experiment you will see a tech blog that consists of seven articles. You will observe these articles and during the experiment you will be asked to identify a specific piece of information that will be available in each of these articles\"_. As the eye-tracking experiment started, participants were initially exposed to the home page. They were asked to \"take a look\" at the specific article, and after a short period of time, they were tasked to locate the definition of digital marketing. Once the users had identified the requested information, they were asked to open the first article from the links at the bottom of the page. This guidance was intended to ensure that none of the articles on the website (nor any of the studied ads) would be skipped. When users opened the first link, they were again given time to observe the page before being asked the next question about the content of the new page. The questions were intended to ensure that the experiment would be completed in a reasonable amount of time and that users would not become fatigued from reading articles without a specific purpose. In addition, the questions resembled the information needs that typically drive users to navigate tech blogs and also kept users' attention focused on responding without being absorbed by ads more than they typically would.