الفهرس 
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Abstract
This study aimed to experiment and identify the surprise strategy for confronting digital advertising blocking. The aim of this thesis is to study the advertising blocking phenomenon and ways to confront it, identify how to grab attention to the viewer in the digital advertising and identify the surprise strategy to confront the blocking advertising phenomenon.
The master thesis consists of two main key frames; the first one is the theoretical part which is represented in the first three chapters. The second one is the experimental part which is represented in the fourth chapter.
Chapter one is introductory to digital advertising it defined digital advertising and its concept, described the advertising media types, reviewed the presence of digital advertising, digital Vs. traditional advertising, digital advertising measurability, digital advertising and interactivity, digital advertising and consumers. The digital advertising types is subdivided into web advertising, mobile advertising , difference between Internet and mobile advertising, SMS advertising , MMS advertising, e-mail advertising, social media advertising, banner advertising, interstitial ’pop-up’ advertising, behavioral targeting advertising, rich media advertising, digital signage, video advertising, search engine advertising, classified advertising, forecasting advertising, display and contextual advertising.
Chapter 2 consists of three parts. Part 1 focuses on identification of the ad blocking phenomenon, part 2 differentiates the difference between adblocking and ad avoidance, part 3 addresses the issue of ad blocking in details, its reasons, consequences, the relation of consumers to ad blocking and the solution to this problem.
Chapter 3 is subdivided into three parts. Part 1 illustrates advertising strategies concept, stages of designing strategies and conditions for implementation of Ad strategy, part 2 enumerated classifications of advertising strategies.
Chapter 4 concentrates on practical experiment that measures the impact of surprise strategy for confronting digital ad blocking; the experiment is conducted by eye tracking technology and human observation toper form and measure the response of participants to the experiment. At the end of the experiment a questionnaire is conducted to participants to demonstrate the results and then followed by a questionnaire survey on a random sample of students and youth to measure the variance of the results.