Since the inception of digital advertising, marketers have debated the impact of an ad’s environment on how that ad is perceived by its intended audience. The latest biometric research released by Integral Ad Science (IAS) today shows neurological evidence that an ad’s environment has a dramatic impact on how people react to the ad. The research found that ads viewed in high-quality mobile web environments were perceived 74% more favorably than the same advertisements seen in low-quality environments.

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