This is not exactly about online advertising, anyway I think it's somehow connected since it the discussion is on PDF files used for online presentations. The usability guru Jakob Nielsen talks about the matter in his Alertbox, suggesting that:
Users get lost inside PDF files, which are typically big, linear text blobs that are optimized for print and unpleasant to read and navigate online. PDF is good for printing, but that's it. Don't use it for online presentation."
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