“…The influence of antecedents such as advertisement types affects the click-through rate (Rosenkrans and Myers, 2018), advertising avoidance behaviors (Keem and Lee, 2018), purchase intention (Sung, 2021) and social media sharing (Sung et al ,2022). The interactive effects of publisher-controlled factors, namely, ad space size, ad space position ad space timing (Truong et al , 2019), and ad space duration (Truong, 2023), with advertiser-controlled factors, namely, ad type, ad medium, location (Truong et al , 2019) and time (Truong, 2023), on the click-through rate were investigated. Wang and Chou (2019) examine how the degree of congruity between promoted products in interstitial ads and the app environment affects consumer response toward the ad.…”