There has been an interesting new development in the
evolution of pop up ads on mobile formats that is causing frustration for users
and potentially even greater damage. You have probably come across this new
phenomenon at least once before while using your mobile browser- a pop up ad
that doesn’t have an easily found close or exit button and when activated or
clicked on, redirects you to the advertiser’s website.
This type of redirecting pop up was usually only found on
non-reputable websites, but advertisers are finding creative ways to hide their
intentions and these pop up ads are now appearing on NY Times and other well-respected
publishers' websites. The reason this eludes publishers is hidden or
non-apparent coding or in sufficient screening of ads. What’s even worse is
that this type of redirecting pop up ad could expose publishers and users to
malware attacks.
The good news is that the industry is becoming increasingly
aware of this activity and beginning to be more diligent and cracking down. Publishers
have revamped their vetting process for ads, Google is developing Chrome tools
to prevent unwanted redirects, and installing mobile ad blockers is another way
to combat this problem.
Hopefully this nuisance doesn’t stick around for too long
and publishers get wise and limit the ability of advertisers to get through
with this type of mobile ad content.
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