# Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad

> Research article (International Journal of Advertising, 2018) · cited 27× · AI/ML

**Wikidata**: [openalex:W2886183953](https://www.wikidata.org/wiki/openalex:W2886183953)  
**Source**: https://4ort.xyz/entity/using-eye-tracking-to-understand-the-impact-of-multitasking-on-memory-for-banner-ads-the-role-of-attention-to-the-ad