picadilly-circus-256501_640You may not know the name Ethan Zuckerman, but he is one of the most infamous characters in the history of the internet, or at least, his invention is. Ethan Zuckerman invented the Pop Up Ad, which is probably the most despised creation in the whole history of the internet. Visitors absolutely detest them, but they'll never die. Why? Because they work.

The Unusual History Of Popup Ads

Zuckerman's invention actually has an intriguing, if somewhat titillating history. Back in the early days of the internet, when the waters were uncharted and untested, people were terribly concerned about advertising associations. If an education company purchased banner ad space, and their ad happened to be displayed on, a sex site (which is what actually happened from time to time), the company would be horrified, and fear that consumers would directly link or relate the company with the site that the ad appeared on.

Zuckerman cleverly figured out a way to avoid the direct association. Simply move the ad off of the site proper, and have it open in its own window. Thus were pop up ads and windows born, and the internet has never been the same since.

“I'm sorry!” Says Zuckerman

In a recent interview with The Atlantic Magazine, Mr. Zuckerman apologized for his invention, saying that their intentions were good, but that no one predicted how it would be used, overused, and ultimately misused, nor the extent to which it would proliferate. While you don't see popup ads on every site you visit, they are one of the most common forms of advertising, and even though users hate them, advertisers swear by them, because they've got the stats to back up the fact that nothing converts like a popup ad.

That's great news for business owners. If you've not considered using them, you should definitely add them to your arsenal. If you are using them, then you're undoubtedly enjoying the fruits that they bear. Sure, you hear the occasional grumble from your user base, but as long as they keep converting visits to sales, there's very little impetus to actually make a change away from them.

The good news is that from the user's perspective, while they don't like them and will undoubtedly continue to complain about them, their use, and their rampant spread, those complaints are just that. They're grumbles and rumbles, not backed up by boycotts or other actions that would hurt the bottom lines of the companies making regular use of them. And for whatever reason, even though they are almost universally despised, people keep clicking on them and making purchases.

It's not impossible that something could emerge in that picture which would alter the equation, but barring a truly paradigm shifting change, there's really no incentive for any company to stop using popups. That is, not until the consumers begin voting with their wallets and demand it.

For the time being then, we have Zuckerman's apology, and that will have to be enough. So brace yourself for more “You are the one millionth visitor!” type ads for many years to come.