Dealing with Pop-Ups Kellen Schefter Melike Abacioglu.
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Transcript of Dealing with Pop-Ups Kellen Schefter Melike Abacioglu.
Dealing with Pop-Dealing with Pop-UpsUps
Kellen SchefterKellen Schefter
Melike AbaciogluMelike Abacioglu
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
Intro: Why Pop-Ups?Intro: Why Pop-Ups?
The cumulative effect of masses The cumulative effect of masses experiencing this new type of frustration experiencing this new type of frustration every day.every day.
Raise ethical questions at different levelsRaise ethical questions at different levels
Privacy, Autonomy, Sovereignty Privacy, Autonomy, Sovereignty It needs confrontation.It needs confrontation.
Background: DefinitionsBackground: Definitions
Banner ad
Pop-up ad
Pop-under ad
Floating ad
Adware
Spyware
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?
Ethical DiscussionEthical Discussion
There is something wrong: There is something wrong:
“ “If I were an average user, I probably If I were an average user, I probably wouldn’t want [pop-ups] either.” says wouldn’t want [pop-ups] either.” says the Chief operating officer of the Chief operating officer of SpecificMedia, an online advertising SpecificMedia, 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)
Ethical DiscussionEthical Discussion
What is it so annoying about it?What is it so annoying about it?
“ “There are too many on the Web- way There are too many on the Web- way too many,” and he adds, “When we first too many,” and he adds, “When we first started, it was supposed to be one user started, it was supposed to be one user per day." per day."
Anarchic nature of Internet Anarchic nature of Internet Tolerability justifying ethicacyTolerability justifying ethicacy
Ethical DiscussionEthical Discussion
With the development of the pop-up advertising With the development of the pop-up advertising the banner ads are no longer claimed to be as the banner ads are no longer claimed to be as intrusive. intrusive.
One user reacts to the ad automatically playing One user reacts to the ad automatically playing audio says, "If anything can be worse than audio says, "If anything can be worse than pop-ups, this is it. I hate this ad. Hate hate pop-ups, this is it. I hate this ad. Hate hate hate" (Nielsen, Jakob). hate" (Nielsen, Jakob).
Differences in Speed: Human Reaction Differences in Speed: Human Reaction Threshold vs. Development of TechnologyThreshold vs. Development of Technology
Ethical DiscussionEthical Discussion
Let’s ask again: Let’s ask again:
What is so annoying?What is so annoying?
Ethical DiscussionEthical DiscussionSecond AnalysisSecond Analysis
““You people should be ashamed of yourself! I did not You people should be ashamed of yourself! I did not ask to have 3 pop ups come across my screen when I 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 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 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 use any of the services that pop up on my screen. I think it is disgusting that you money hungry bastards think it is disgusting that you money hungry bastards have infringed on my computer for your own selfish have infringed on my computer for your own selfish gain. From this moment on, I am boycotting you, and I gain. 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 ads Different types of ethical questions that pop-up ads raise. raise.
Ethical DiscussionEthical DiscussionFirst AnalysisFirst Analysis
Advertising of non-beneficial or harmful Advertising of non-beneficial or harmful productsproducts
Deception on two levels:Deception on two levels:
SpywareSpyware
Visual Tricks beyond Usual Advertising Visual Tricks beyond Usual Advertising Intrusive nature of pop-upsIntrusive nature of pop-ups
Ethical Discussion Ethical 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
Ethical DiscussionEthical DiscussionSecond AnalysisSecond Analysis
The terms of access are no longer determined The terms of access are no longer determined by the customers, which in turn threatens the by the customers, which in turn threatens the privacy and the autonomy of the individual privacy 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?
Legal DiscussionLegal Discussion
CopyrightCopyright
DerivativeDerivative
WorkWork
Legal DiscussionLegal Discussion
TrademarkTrademark
Federal Trade CommissionFederal Trade Commission
““unfair” and “deceptive”unfair” and “deceptive”
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
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 reputable Clean your computer with a reputable
anti spyware program.anti spyware program. Use a pop-up blocker with a white pages Use a pop-up blocker with a white pages
function.function.
What to do?What to do?Policy Suggestions 2Policy Suggestions 2
BUSINESSESBUSINESSES Failure to incorporate customer Failure to incorporate customer
experienceexperience CTR does not mean salesCTR does not mean sales Reputation of the brand, advertiser and Reputation of the brand, advertiser and
the company hosting advertisementthe company hosting advertisement
What to do?What to do?Policy Suggestions 2Policy Suggestions 2
E-ETHICS: E-ETHICS:
Ethical interactivity between the Ethical interactivity between the businesses and the individual users has businesses and the individual users has to be increased, be more personalized to be increased, be more personalized and transparent. and transparent.
What to do?What to do?Policy Suggestions 2Policy Suggestions 2
Guidelines:Guidelines:
What to do?What to do?Policy SuggestionsPolicy Suggestions
Guidelines:Guidelines:
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%
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 on Indicate 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 are Present information about what they are
advertising, and advertising, and Provide additional information without having to Provide additional information without having to
leave the page. leave the page.
Policy SuggestionsPolicy Suggestions
Education of Individuals and BusinessesEducation of Individuals and Businesses Adoption of E-EthicsAdoption of E-Ethics Third Party Baseline Regulations Third Party Baseline Regulations
SourcesSources
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Sources:Sources:
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Sources:Sources:
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THANK YOU.THANK YOU.