Read a good article on Google Help to know -Where should I place Google ads on my pages?
The concept is based on -identifying the place on the webpage where visitors click most as their eye sight concentrate on those locations:
https://www.google.com/adsense/support/bin/answer.py?hl=en&answer=17954
Wikipedia also has a good article on heat map here:
http://en.wikipedia.org/wiki/Heat_map
Finding on Google will also lead you to few good articles and resources on Heat Map:
To Analyze your pages, what are the hot & click-able zone on your page, you can use some free and open-source solutions. On of them is ClickHeat from labsmedia.com
One another good solution is from heatmapapi.com and can be found here:
It has Java script and dot net based solutions.
Hear is a sample use of the API:
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