Though the rise of pop-up blockers is a clear indication that users don't like intrusive advertising, publishers haven't stopped looking for ways to annoy their readers. The trade magazines tend to be chief offenders as they often employ the dreaded dog-ear pullback and other intrusive flash-based ads that take over the screen. Then of course there are the embedded text ads delivered by Intellitxt and others. When you scroll your mouse over certain words, a small ad pops up on the screen. Because these ads look like hyperlinks, they amount to advertising by trickery. But apparently those ads aren't irritating enough as the latest generation brings up an ad with a small video right on top of the text as your mouse runs over the text -- something that Ad Age apparently thinks is a brilliant idea, rather than just incredibly intrusive and annoying. Also, you can add a point for the always-irritating unexpected sound. Seeing as broadcast TV ads are losing their effectiveness on TV, what makes publishers think it's a good idea to embed them into text? Though it may seem smart, in the short run, to chase the highest possible CPM, sites running these ads will ultimately pay for it by degrading the user's experience and eroding the value they offer readers.
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