The document outlines a presentation on dealing with pop-up ads. It discusses definitions of different types of ads, the history and financial concerns of pop-up ads, ethical and legal issues, and makes policy suggestions. The presentation covers background information on pop-up ads, analyzes why they are annoying to users, considers privacy and autonomy concerns, and proposes guidelines and regulations for both individuals and businesses regarding pop-up ads.

1. Dealing with Pop-Dealing with Pop-
UpsUps
Kellen SchefterKellen Schefter
Melike AbaciogluMelike Abacioglu

2. Presentation OutlinePresentation Outline
 Intro: Why talk about pop-ups?Intro: Why talk about pop-ups?
 Background Info:Background Info:
Definitions, History & Financial ConcernsDefinitions, History & Financial Concerns
 Ethical Discussion:Ethical Discussion:
 Legal Discussion:Legal Discussion:
 Policy Suggestions 1:Policy Suggestions 1:
 Policy Suggestions 2:Policy Suggestions 2:
Guidelines for Individuals and BusinessesGuidelines for Individuals and Businesses

3. Intro: Why Pop-Ups?Intro: Why Pop-Ups?
 The cumulative effect of massesThe cumulative effect of masses
experiencing this new type of frustrationexperiencing this new type of frustration
every day.every day.
 Raise ethical questions at different levelsRaise ethical questions at different levels
Privacy, Autonomy, SovereigntyPrivacy, Autonomy, Sovereignty
 It needs confrontation.It needs confrontation.

4. Background:Background:
DefinitionsDefinitions
 Banner ad
 Pop-up ad
 Pop-under ad
 Floating ad
 Adware
 Spyware

5. Background:Background:
History &FinanceHistory &Finance
 Big business: $4.9 Billion in 1st
quarter of 2007
 In the beginning…banner ads
 Rise of pop-up ads
 Floating ads
 Where will it end?

6. Ethical DiscussionEthical Discussion
 There is something wrong:There is something wrong:
““If I were an average user, I probablyIf I were an average user, I probably
wouldn’t want [pop-ups] either.” sayswouldn’t want [pop-ups] either.” says
the Chief operating officer ofthe Chief operating officer of
SpecificMedia, an online advertisingSpecificMedia, an online advertising
firm that runs two networks of pop-firm that runs two networks of pop-
under ads.under ads. (Cassavoy Liane)(Cassavoy Liane)

7. Ethical DiscussionEthical Discussion
 What is it so annoying about it?What is it so annoying about it?
““There are too many on the Web- wayThere are too many on the Web- way
too many,” and he adds, “When we firsttoo many,” and he adds, “When we first
started, it was supposed to be one userstarted, it was supposed to be one user
per day."per day."
 Anarchic nature of InternetAnarchic nature of Internet
 Tolerability justifying ethicacyTolerability justifying ethicacy

8. Ethical DiscussionEthical Discussion
 With the development of the pop-up advertisingWith the development of the pop-up advertising
the banner ads are no longer claimed to be asthe banner ads are no longer claimed to be as
intrusive.intrusive.
 One user reacts to the ad automatically playingOne user reacts to the ad automatically playing
audio says, "If anything can be worse thanaudio says, "If anything can be worse than
pop-ups, this is it. I hate this ad. Hate hatepop-ups, this is it. I hate this ad. Hate hate
hate" (Nielsen, Jakob).hate" (Nielsen, Jakob).
 Differences in Speed: Human ReactionDifferences in Speed: Human Reaction
Threshold vs. Development of TechnologyThreshold vs. Development of Technology

9. Ethical DiscussionEthical Discussion
 Let’s ask again:Let’s ask again:
What is so annoying?What is so annoying?

10. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
 ““You people should be ashamed of yourself! I did notYou people should be ashamed of yourself! I did not
ask to have 3 pop ups come across my screen when Iask to have 3 pop ups come across my screen when I
visit you. I do not visit singles sites, and I don’t want tovisit you. I do not visit singles sites, and I don’t want to
add 4 inches to my penis. As a matter of fact, I do notadd 4 inches to my penis. As a matter of fact, I do not
use any of the services that pop up on my screen. Iuse any of the services that pop up on my screen. I
think it is disgusting that you money hungry bastardsthink it is disgusting that you money hungry bastards
have infringed on my computer for your own selfishhave infringed on my computer for your own selfish
gain. From this moment on, I am boycotting you, and Igain. From this moment on, I am boycotting you, and I
am advising EVERYONE I know to do the same thing.am advising EVERYONE I know to do the same thing.
Down with you and your pop-up ads.”Down with you and your pop-up ads.”
 Different types of ethical questions that pop-up adsDifferent types of ethical questions that pop-up ads
raise.raise.

11. Ethical DiscussionEthical Discussion
First AnalysisFirst Analysis
 Advertising of non-beneficial or harmfulAdvertising of non-beneficial or harmful
productsproducts
 Deception on two levels:Deception on two levels:
SpywareSpyware
Visual Tricks beyond Usual AdvertisingVisual Tricks beyond Usual Advertising
 Intrusive nature of pop-upsIntrusive nature of pop-ups

12. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
 Intrusive nature of pop-upsIntrusive nature of pop-ups
 Disempowerment of the customerDisempowerment of the customer
 They undermine the consciousness,They undermine the consciousness,
the autonomy, security of the userthe autonomy, security of the user
 Reallocation of financial and non-Reallocation of financial and non-
financial costs onto the customerfinancial costs onto the customer

13. Ethical DiscussionEthical Discussion
Second AnalysisSecond Analysis
 The terms of access are no longer determinedThe terms of access are no longer determined
by the customers, which in turn threatens theby the customers, which in turn threatens the
privacy and the autonomy of the individualprivacy and the autonomy of the individual
Internet user.Internet user.
"There is no more privacy. Get over it!" CEO of"There is no more privacy. Get over it!" CEO of
Sun Microsystems, Scott Mc NealySun Microsystems, Scott Mc Nealy
 What to do?What to do?

14. Legal DiscussionLegal Discussion
CopyrightCopyright
DerivativeDerivative
WorkWork

15. Legal DiscussionLegal Discussion
TrademarkTrademark
Federal Trade CommissionFederal Trade Commission
““unfair” and “deceptive”unfair” and “deceptive”

16. What to do?What to do?
Policy Suggestions 1Policy Suggestions 1
 A Federal Law is needed
 Better deterrent
 Gives voice to the people
 Baseline standards
 European Commission
 Cooperation with industry
 Consumer Education

17. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
INDIVIDUALS:INDIVIDUALS:
 Never click inside a pop up window.Never click inside a pop up window.
 Clean your computer with a reputableClean your computer with a reputable
anti spyware program.anti spyware program.
 Use a pop-up blocker with a white pagesUse a pop-up blocker with a white pages
function.function.

18. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
BUSINESSESBUSINESSES
 Failure to incorporate customerFailure to incorporate customer
experienceexperience
 CTR does not mean salesCTR does not mean sales
 Reputation of the brand, advertiser andReputation of the brand, advertiser and
the company hosting advertisementthe company hosting advertisement

19. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
 E-ETHICS:E-ETHICS:
Ethical interactivity between theEthical interactivity between the
businesses and the individual users hasbusinesses and the individual users has
to be increased, be more personalizedto be increased, be more personalized
and transparent.and transparent.

20. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Guidelines:Guidelines:

21. What to do?What to do?
Policy SuggestionsPolicy Suggestions
Guidelines:Guidelines:

22. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Design Element: Users AnsweringDesign Element: Users Answering
"Very Negatively” or “ Negatively”, Jacob Nielsen"Very Negatively” or “ Negatively”, Jacob Nielsen
 Pops-up in front of your window95%Pops-up in front of your window95%
 Loads slowly94%Loads slowly94%
 Tries to trick you into clicking on it 94%Tries to trick you into clicking on it 94%
 Does not have a "Close" button93%Does not have a "Close" button93%
 Covers what you are trying to see93%Covers what you are trying to see93%
 Doesn't say what it is for92%Doesn't say what it is for92%
 Moves content around92%Moves content around92%
 Occupies most of the page90%Occupies most of the page90%
 Blinks on and off87%Blinks on and off87%
 Floats across the screen79%Floats across the screen79%
 Automatically plays sound79%Automatically plays sound79%

23. What to do?What to do?
Policy Suggestions 2Policy Suggestions 2
Jacob Nielsen’s Study vs. Thou Shall Not Lie!Jacob Nielsen’s Study vs. Thou Shall Not Lie!
 Indicate what will happen if people click onIndicate what will happen if people click on
them,them,
 Relate to what people are doing online,Relate to what people are doing online,
 Identify themselves as advertisements,Identify themselves as advertisements,
 Present information about what they arePresent information about what they are
advertising, andadvertising, and
 Provide additional information without having toProvide additional information without having to
leave the page.leave the page.

24. Policy SuggestionsPolicy Suggestions
 Education of Individuals and BusinessesEducation of Individuals and Businesses
 Adoption of E-EthicsAdoption of E-Ethics
 Third Party Baseline RegulationsThird Party Baseline Regulations

25. SourcesSources
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p_26 _per_cent_18172920.html>.p_26 _per_cent_18172920.html>.
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26. Sources:Sources:
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29. THANK YOU.THANK YOU.