Hover ad
Encyclopedia
Hover ads are a special type of pop-up ad
s created using Dynamic HTML
, JavaScript
and similar web browser
technologies. Because they do not scroll with the web page, they appear to "hover" over the page, usually obscuring the content.
solutions and technologies. The first Internet
pop-ups were created using the
content loaded from a web address. These pop-ups were easily blocked by pop-up blockers, such as the Google Toolbar
, which could be downloaded at no cost.
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.
technologies but in the center of their
realization is utilized DHTML, a technique where JavaScript modifies the content of the page. Using JavaScript, certain levels and objects of
the browser’s DOM
are manipulated to produce window-like visual DHTML elements representing hover ads or hover ad windows. The basic attribute used is a CSS
HTML element attribute — position. Modern browsers implement cascading style sheets in order to separate presentation from content. The CSS technology also enables the JavaScript content of a web page to manipulate programmatically CSS attributes of various HTML elements constituting the web page's content.
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.
Pop-up ad
Pop-up ads or pop-ups are a form of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements...
s created using Dynamic HTML
Dynamic HTML
Dynamic HTML, or DHTML, is an umbrella term for a collection of technologies used together to create interactive and animated web sites by using a combination of a static markup language , a client-side scripting language , a presentation definition language , and the Document Object Model.DHTML...
, JavaScript
JavaScript
JavaScript is a prototype-based scripting language that is dynamic, weakly typed and has first-class functions. It is a multi-paradigm language, supporting object-oriented, imperative, and functional programming styles....
and similar web browser
Web browser
A web browser is a software application for retrieving, presenting, and traversing information resources on the World Wide Web. An information resource is identified by a Uniform Resource Identifier and may be a web page, image, video, or other piece of content...
technologies. Because they do not scroll with the web page, they appear to "hover" over the page, usually obscuring the content.
Background
Pop-up ads acquired a certain share of online advertisingOnline advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, blogs, Rich Media Ads, Social network advertising, interstitial...
solutions and technologies. The first Internet
Internet
The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...
pop-ups were created using the
window.open JavaScript function, which opens a new browser window. The advertising content was presented in the window as HTMLHTML
HyperText Markup Language is the predominant markup language for web pages. HTML elements are the basic building-blocks of webpages....
content loaded from a web address. These pop-ups were easily blocked by pop-up blockers, such as the Google Toolbar
Google Toolbar
Google Toolbar is an Internet browser toolbar only available for Internet Explorer and Firefox .-Google Toolbar 1.0 December 11, 2000:New features:*Direct access to the Google search functionality from any web page*Web Site search...
, which could be downloaded at no cost.
In order to circumvent these pop-up blockers, some online advertisers tried a different method of opening pop-ups, Dynamic HTML
Dynamic HTML
Dynamic HTML, or DHTML, is an umbrella term for a collection of technologies used together to create interactive and animated web sites by using a combination of a static markup language , a client-side scripting language , a presentation definition language , and the Document Object Model.DHTML...
, which is more integral to the functioning of a web-browser and thus harder to block.
Technology
Hover ads are developed around several web browserWeb browser
A web browser is a software application for retrieving, presenting, and traversing information resources on the World Wide Web. An information resource is identified by a Uniform Resource Identifier and may be a web page, image, video, or other piece of content...
technologies but in the center of their
realization is utilized DHTML, a technique where JavaScript modifies the content of the page. Using JavaScript, certain levels and objects of
the browser’s DOM
Document Object Model
The Document Object Model is a cross-platform and language-independent convention for representing and interacting with objects in HTML, XHTML and XML documents. Aspects of the DOM may be addressed and manipulated within the syntax of the programming language in use...
are manipulated to produce window-like visual DHTML elements representing hover ads or hover ad windows. The basic attribute used is a CSS
Cascading Style Sheets
Cascading Style Sheets is a style sheet language used to describe the presentation semantics of a document written in a markup language...
HTML element attribute — position. Modern browsers implement cascading style sheets in order to separate presentation from content. The CSS technology also enables the JavaScript content of a web page to manipulate programmatically CSS attributes of various HTML elements constituting the web page's content.
The first movable HTML elements were introduced in Netscape Communicator
Netscape Communicator
Netscape Communicator was an Internet suite produced by Netscape Communications Corporation. Initially released in June 1997, Netscape Communicator 4.0 was the successor to Netscape Navigator 3.x and included more groupware features intended to appeal to enterprises.- Editions :Netscape...
with the so called layer
Layer (HTML tag)
Layers were the core of a method of dynamic HTML programming specific to Netscape 4. Each layer was treated as a separate document object in JavaScript...
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.