Disney To Fund Ad Research

This is rather interesting for Disney to get into. They are funding a lab in Austin, TX, to measure the effectiveness of various advertisements on the internet, mobile devices, and TV.

A laboratory in Austin, Texas, to be founded by The Walt Disney Co. by the end of the year, aims to answer these questions and more by testing the biometric reactions of a pool of up to 4,000 people to advertising that takes advantage of the latest technology.

Question is, while they can measure if the participants notices these ads, can they tell if they are annoyed by them or not? I've seen many of these ads on the web that move on the webpage in front of the article that I'm reading. It's as annoying as pop-up windows that most browsers can render extinct.

Zz.