Increase in the number of advertisements is one of the main reasons for the trend in declining viewer receptiveness towards internet ads. There exists a direct correlation between number of ads on a webpage and "ad clutter," the perception that the website hosts too many ads. Number of banner ads, text ads, popup ads, links, and user annoyance as a result of seeing too many ads all contribute to this clutter and a perception of the Internet as a platform solely for advertising. An important determinant in users' viewing behavior is visual attention, which is defined as a cognitive process measured through fixations, i.e. stable gazes with a minimum threshold. As users can concentrate on only one stimulus at a time, having too many objects in their field of vision causes them to lose focus. This contributes to behaviors such as ad avoidance or banner blindness.