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Pop-up ads acquired a certain share of online advertising solutions and technologies. The first Internet pop-ups were created using the
In order to circumvent these pop-up blockers, some online advertisers tried a different method of opening pop-ups, Dynamic HTML, which is more integral to the functioning of a web-browser and thus harder to block.
The first movable HTML elements were introduced in Netscape Communicator with the so called layer technology. Now it has been deprecated. Hover ads tend to be very hard to block by pop-up blocking software because the hover ad window is an integral part of the HTML content of the web page. Thus a software filtering the content has no algorithmic means of recognizing and removing parts of the content, either descriptive or procedural, that create, populate and manipulate the hover ad's window.
- Adams, Cecil. "What's up with popup ads?". The Straight Dope. October 15, 2004.
- Zabunov, S. "From Annoyance to Pleasure — The Artistic Popup Approach". May 12, 2006.