The Value of Pop Ups to Advertisers

[Michael Morris]

With the release of WinXP Service Pack 2 Internet Explorer became the last major browser to gain an inbuilt pop-up blocker.

Since this feature is turned on by default for virutally everyone now - I find myself wondering what advertiser in their right mind would pay for these ads?

Within the next 2 years most people will be running a system that blocks these ads (I say 2 years because most systems out now won't necessarily be upgraded to XP2. Non-tech savvy users don't upgrade, they replace). The effect will be one of the following

1) Advertisers will switch to pop-up layers. www.brainburst.com uses this annoying technique, which pops a layer up within the body of a page. Writing a blocker for this technique will be VERY difficult on two counts - 1, it's more intrusive to the javascript code of the page (possibly making it fail) and two webhosts will be able to detect if these layer moves fail (and shut down their page upon detecting this). This is quite unlike a pop-up where it's difficult to impossible to detect whether or not the pop-up successfully launched.

2) Advertisers may switch to methods other than javascript for launching pop-ups. Macromedia Flash is the most obvious. However, not all browers support shockwave and it's easier to shut it down without affecting browser performance. Also, if Flash becomes the launcher of choice for pop-ups folks will stop installing it. That said, Macromedia is in a position to change how Flash works over time and they'll almost certainly take this tool away from site developers in never versions of Flash if it abused.

3) Pop ups will die out. I'm betting (maybe hoping) on this one.

What do you think?

 

[Angcuru]

Popups are like cockroaches and politicians. No matter how hard you stomp their itty bitty heads, they keep coming back.

 

[BOZ]

die out? what, do you not get junk mail at home anymore?

i have never bought a single thing from a pop-up ad, and i can't say i know of anyone who has.

 

[Desdichado]

Popups are like cockroaches and politicians. No matter how hard you stomp their itty bitty heads, they keep coming back.

No they're not. Haven't you ever heard of Stopzilla?

 

[reveal]

I use Firefox exclusively. I have never had a pop-up with its built in pop-up stopper.

 

[reanjr]

Since this feature is turned on by default for virutally everyone now - I find myself wondering what advertiser in their right mind would pay for these ads?

It doesn't really make a difference. With Javascript and DHTML you can get the same effect. You can actually make it more invasive in some ways.

And I don't think anyone who is turning on pop up blocking was very likely to click on pop ups in the first place. There are some people who actually enjoy being advertised to. They're the ones that click pop ups (other than accidentally, of course). They're also the ones that don't turn on pop up blocking.

[edit It would be spectacular if someone came out with a browser that supported XSLT translations or better yet, regular expression replacements. Then you could create a definition file that turned off whatever horrible features of (X)HTML/DOM you do not like.

 

[reanjr]

I use Firefox exclusively. I have never had a pop-up with its built in pop-up stopper.

It does so good, it often blocks pop ups that you DID want to appear...

 

[NTZ]

Since pop-up blockers are so readily available (I use the Google toolbar one) I hope advertisers get the message that people just do not like pop-ups! The problem is there will always be something new out there to annoy us. It is amazing to think about how many different types of programs are needed to go on-line and feel a little bit safe: anti-virus software, a firewall, a pop-up blocker and an anti-spyware program. Even with all of these programs running there are still bad things that get through.

I tried Firefox recently and liked it. However, I soon realized it was freezing my system forcing me to reboot often so now I am back to IE. I will probably give Firefox another try later (I think it is still considered beta).

I have read that another way to surf the web with a little more security is to get an Apple computer. I guess they are more secure that Windows machines.

 

[reveal]

Since pop-up blockers are so readily available (I use the Google toolbar one) I hope advertisers get the message that people just do not like pop-ups! The problem is there will always be something new out there to annoy us. It is amazing to think about how many different types of programs are needed to go on-line and feel a little bit safe: anti-virus software, a firewall, a pop-up blocker and an anti-spyware program. Even with all of these programs running there are still bad things that get through.

I tried Firefox recently and liked it. However, I soon realized it was freezing my system forcing me to reboot often so now I am back to IE. I will probably give Firefox another try later (I think it is still considered beta).

I have read that another way to surf the web with a little more security is to get an Apple computer. I guess they are more secure that Windows machines.

How recently did you try Firefox? I ask because in the last week they've released Preview Release 2. It's in beta right now. Hopefully it will get to the point where it doesn't freeze your system.

 

[Umbran]

I have read that another way to surf the web with a little more security is to get an Apple computer. I guess they are more secure that Windows machines.

In part, it is that they are more secure. In another large part, it is because they are a smallish part of the market.

When trying to do bad things to your computer, a hacker must consider what type of system you run. Exploits that wil work on a Windows box won't do anything to a Mac, and vice versa. Macs are a small enough part of the market that few hackers even bother to try. If the world hacking community really wanted to bother Macs, they could do so.