Congruity is the relationship of the content of the ad with the web content. There have been mixed results of congruity on users. Click through rates increased when the ads shown on a website were similar to the products or services of that website, that means there needs to be the relevance of ads to the site. Having color schemes for banner congruent to the rest of website does grab the attention of the viewer but the viewer tends to respond negatively to it, then one's whose color schemes were congruent. Congruency has more impact when the user browses fewer web pages. When the ads were placed in e-commerce sports websites and print media, highly associated content led to more favorable attitudes in users towards ads. In forced exposure, like pop up ads, congruence improved memory. But when users were given specific tasks, incongruent ads grabbed their attention. At the same time, in a specific task, ad avoidance behaviors are said to occur, but which has been said to be mitigated with congruent ads. Free tasks attracted more fixations than an imposed task. The imposed task didn’t affect memory and recognition. Free task affected memory but not recognition. The combination of free task and congruence has been said to represent the best scenario to understand its impact since it is closer to real life browsing habits. The importance of congruency is that, even though it doesn’t affect recognition and memory, it does attract more fixations which is better than not seeing the ad at all. In one such test conducted, a lesser known brand was recalled by a majority of people than an ad for a famous brand because the ad of the lesser known brand was relevant to the page. The relevance of user's task and the content of ad and website does not affect view time due to users preconceived notion of the ads irrelevance to the task in hand.