It's Rishi

“Heatmap from eyetracking study, showing how many users looked at each part of the page.”

From Jakub Nielsen’s comment on Publishing 2.0:

When on non-search sites, users do not look at the ads. So if you value attention and brand-building, you’re not getting it, because users are not allocating their attention to the ads.

You can see one example of an eyetracking plot from a study I am currently running. All of the pages we have analyzed so far look like this: almost no fixations in the ads. (More formal results to be reported later, after the study is done.)