If a pop-up ad falls in a forest …

Popup3_2So Claria (or, as it used to be called, Gator), is set to launch its long-anticipated BehaviorLink product this month, as it backs away from the pop-up ad model, causing the AP to publish this story about the Redwood City, Calif.-based company yesterday. Often considered the most egregious of the pop-up purveyors, because its ads would pop-up on sites without the publishers’ consent, the company now claims it never intended that to be its primary ad model. Just possibly, there’s some revisionist history in that claim. Just possibly. What seems a more likely scenario is that pop-up blockers have accomplished what I hoped they would all along—seriously eroding the market for pop-ups. It’s along the lines of that question from whichever ancient philosopher (my apologies to Dr. Pessagno—I know you taught me who it was back in high school): “If a tree falls in the forest, and no one is there to hear it, does it make a sound?” Well, if everyone has pop-up blockers, how could a pop-up ad have any impact?

—Posted by Catharine P. Taylor

Credit: Jim Atherton/KRT/Newscom