Schlosser, Sharon Shavitt and Alaina Kanfer, experts respectively in the marketing and e-commerce, advertising and IT sectors, discovered that 63% of those interviewed do not appreciate or consider it neutral with respect to online advertising. (Schlosser) This explains the fact that the vast majority of Internet users generally do not appreciate online advertising. There are several valid reasons behind this. One such reason is that users find ads annoying or intrusive in their Internet usage. They believe that advertisements distract from the overall content of the web page. According to a study conducted by Scot McCoy, an expert in the field of information management systems, Internet users are much less likely to revisit a website that contains advertisements than a similar site that does not include advertisements. (McCoy) In other words, if a user can find a similar site that does not include advertising, he or she is much more likely to use and view that site than one that includes advertising. However, a disadvantage of these studies is the fact that they are outdated