Transcript Dealing with Pop-Ups - Stanford Computer Science

Dealing with Pop-Ups
Kellen Schefter
Melike Abacioglu
Presentation Outline
 Intro: Why talk about pop-ups?
 Background Info:
Definitions, History & Financial Concerns
 Ethical Discussion:
 Legal Discussion:
 Policy Suggestions 1:
 Policy Suggestions 2:
Guidelines for Individuals and Businesses
Intro: Why Pop-Ups?
 The cumulative effect of masses
experiencing this new type of frustration
every day.
 Raise ethical questions at different levels
Privacy, Autonomy, Sovereignty
 It needs confrontation.
Background: Definitions
 Banner ad
 Pop-up ad
 Pop-under ad
 Floating ad
 Adware
 Spyware
Background:
History &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?
Ethical Discussion
 There is something wrong:
“If I were an average user, I probably
wouldn’t want [pop-ups] either.” says
the Chief operating officer of
SpecificMedia, an online advertising
firm that runs two networks of popunder ads. (Cassavoy Liane)
Ethical Discussion
 What is it so annoying about it?
“There are too many on the Web- way
too many,” and he adds, “When we first
started, it was supposed to be one user
per day."
 Anarchic nature of Internet
 Tolerability justifying ethicacy
Ethical Discussion
 With the development of the pop-up advertising
the banner ads are no longer claimed to be as
intrusive.
 One user reacts to the ad automatically playing
audio says, "If anything can be worse than
pop-ups, this is it. I hate this ad. Hate hate
hate" (Nielsen, Jakob).
 Differences in Speed: Human Reaction
Threshold vs. Development of Technology
Ethical Discussion
 Let’s ask again:
What is so annoying?
Ethical Discussion
Second Analysis
 “You people should be ashamed of yourself! I did not
ask to have 3 pop ups come across my screen when I
visit 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 not
use any of the services that pop up on my screen. I
think it is disgusting that you money hungry bastards
have infringed on my computer for your own selfish
gain. From this moment on, I am boycotting you, and I
am advising EVERYONE I know to do the same thing.
Down with you and your pop-up ads.”
 Different types of ethical questions that pop-up ads
raise.
Ethical Discussion
First Analysis
 Advertising of non-beneficial or harmful
products
 Deception on two levels:
Spyware
Visual Tricks beyond Usual Advertising
 Intrusive nature of pop-ups
Ethical Discussion
Second Analysis
 Intrusive nature of pop-ups
 Disempowerment of the customer
 They undermine the consciousness,
the autonomy, security of the user
 Reallocation of financial and nonfinancial costs onto the customer
Ethical Discussion
Second Analysis
 The terms of access are no longer determined
by the customers, which in turn threatens the
privacy and the autonomy of the individual
Internet user.
"There is no more privacy. Get over it!" CEO of
Sun Microsystems, Scott Mc Nealy
 What to do?
Legal Discussion
Copyright
Derivative
Work
Legal Discussion
Trademark
Federal Trade Commission
“unfair” and “deceptive”
What to do?
Policy Suggestions 1
 A Federal Law is needed
 Better deterrent
 Gives voice to the people
 Baseline standards
 European Commission
 Cooperation with industry
 Consumer Education
What to do?
Policy Suggestions 2
INDIVIDUALS:
 Never click inside a pop up window.
 Clean your computer with a reputable
anti spyware program.
 Use a pop-up blocker with a white pages
function.
What to do?
Policy Suggestions 2
BUSINESSES
 Failure to incorporate customer
experience
 CTR does not mean sales
 Reputation of the brand, advertiser and
the company hosting advertisement
What to do?
Policy Suggestions 2
 E-ETHICS:
Ethical interactivity between the
businesses and the individual users has
to be increased, be more personalized
and transparent.
What to do?
Policy Suggestions 2
Guidelines:
What to do?
Policy Suggestions
Guidelines:
What to do?
Policy Suggestions 2
Design Element: Users Answering
"Very Negatively” or “ Negatively”, Jacob Nielsen
 Pops-up in front of your window95%
 Loads slowly94%
 Tries to trick you into clicking on it 94%
 Does not have a "Close" button93%
 Covers what you are trying to see93%
 Doesn't say what it is for92%
 Moves content around92%
 Occupies most of the page90%
 Blinks on and off87%
 Floats across the screen79%
 Automatically plays sound79%
What to do?
Policy Suggestions 2
Jacob Nielsen’s Study vs. Thou Shall Not Lie!
 Indicate what will happen if people click on
them,
 Relate to what people are doing online,
 Identify themselves as advertisements,
 Present information about what they are
advertising, and
 Provide additional information without having to
leave the page.
Policy Suggestions
 Education of Individuals and Businesses
 Adoption of E-Ethics
 Third Party Baseline Regulations
Sources
"IAB: US online advertising shoots up 26 per cent." Direct Traffic Media.
06 July 2007. 09 June 2007
<http://news.directtrafficmedia.co.uk/IAB_US_online_advertising_shoots_u
p_26 _per_cent_18172920.html>.
Brain , Marshall . "How Web Advertising Works." How Stuff Works. 09 Jun
2007 <http://computer.howstuffworks.com/web-advertising.htm/printable>.
Cassavoy, Liane. "Bye-Bye, Pop-Ups. Hello...?." PC World 08 Mar 2004
09 June 2007 <http://www.pcworld.com/article/id,115026page,1/article.html>.
Stern, R.H.. "Challenging search engines and pop-ups under copyright
law-part 3." Micro, IEEE 24(2004): 6, 70-72.
.
Gauzente, Claire and Ranchhod Ashok. “Ethical Marketing for Competitive
Advantage on the Internet.” Academy of Marketing Science Review 2001
(2002): 1-7.
<http://www.amsreview.org/articles/gauzente10-2001.pdf>
Sources:
"Advertising.com Settles FTC Adware Charges." Federal Trade
Commission. 03 Aug 2005. 08 Jun 2007
<http://www.ftc.gov/opa/2005/08/spyblast.shtm>.
"Zango, Inc. Settles FTC Charges." Federal Trade Commission. 03 Nov
2006. 08 Jun 2007 <http://www.ftc.gov/opa/2006/11/zango.shtm>.
"Tougher anti-spyware legislation gets US approval." PC Pro. 07 June
2007. 09 Jun 2007 <http://www.pcpro.co.uk/news/115082/tougherantispyware-legislation-gets-us- approval.html>.
"On Fighting spam, spyware, and malicious software." Commission of the
European Communities COM 68815 Dec 2006 1-12. 11 June 2007
<http://ec.europa.eu/information_society/policy/ecomm/doc/info_centre/co
mmuni c_reports/spam/com_2006_0688_f_en_acte.pdf>.
Sources:
Palmer, E. Daniel. "Pop-ups, Cookies, and Spam: Toward a Deeper Analysis
of the Ethical Significance of Internet Marketing Practices." Journal of
Business Ethics 25 (2005): 271-280.
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“Pop-Up Advertisements: Ads or Adware?” Intranetjournal. 2007. 8 June
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<http://www.intranetjournal.com/spyware/popups.html>
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<http://www.pctoday.com/Editorial/article.asp?article=articles/WebOnly/Te
chSupport/441w10/41w01.asp&guid=>
National Conference on State Legislations. na. 13 June 2007.
<http://www.ncsl.org/programs/lis/CIP/CIPCOMM/Steinhardt01/sld002.ht
m>
Sources:
Gesmer, Lee, and Susan Mulholland. "Pop-Up Ads, Trademark Law and
the Meaning of “Use”." Technology Law Bulletin 12(2004): 1-2.
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Majoras, Deborah Platt, et al. "Spyware Workshop." Staff Report, Federal
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<http://www.ftc.gov/os/2005/03/050307spywarerpt.pdf.>
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THANK YOU.