In reality, the man’s appetite for sports news was not of interest. (The site was a fake version anyway.) Rather, the technician and her fellow researchers were eager to know how the man responded to ads of varying size. How small could the banners become and still draw his attention?
A squadron of Disney executives scrutinized the data as it flowed in real time onto television monitors in an adjacent room. “He’s not even looking at the banner now,” said Duane Varan, the lab’s executive director. The man clicked to another page. “There we go, that one’s drawing his attention.”
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