Ads and pop-ups

When you’re browsing the web, you’ll often see advertisements for things like games, toys, or movies. These are called ads. Some ads are helpful because they tell you about new things you might enjoy. But some can be very annoying — or even dangerous! Let’s learn how to tell the difference.

Why do we see Ads?

Most websites are free to use because they make money from advertising. When you see an ad on a website, the company that made the ad pays the website to show it to you. This is how websites like YouTube, Google, and many news sites can afford to stay online!

Think of it like a free amusement park. You don’t have to pay to enter, but there are posters and billboards everywhere. Those posters help the park earn money so it can stay open for everyone to enjoy.

Different Types of Ads

There are many different kinds of ads on the internet. Here are the most common ones you will see:

• Banner Ads: These are the long, thin ads you see at the top, bottom, or side of a web page. They usually have a picture and a short message.
• Pop-Ups: These are ads that “pop up” in a new window on top of what you’re trying to read. These are often very annoying and can even be dangerous!
• Video Ads: These are short video clips that play before or during a video you want to watch. Some you can skip after a few seconds, but others you have to watch all the way through.
• In-Game Ads: If you play free games on a phone or tablet, you might see ads between levels or at the bottom of the screen. The game is free because the ads pay for it.

How do Ads Know What You Like?

Have you ever noticed that ads are sometimes for things you were just searching for? Maybe you looked at a website about bicycles, and suddenly you see ads for helmets and bike gloves everywhere else you go. These are called personalized ads.

Websites remember what you have looked at by using small files called cookies (which you learned about in the last chapter). Advertising companies read those cookies and say, “Aha! This person likes bikes! Let’s show them bike ads.” It can feel a little bit like the internet is reading your mind, but it’s really just a computer looking at your cookie crumbs.

When Ads are Dangerous

Most ads are just trying to sell you something, but a small number of them are tricks designed to cause harm. It is important to know the warning signs.

• Fake Download Buttons: On some websites, a fake “Download” or “Play” button is actually an ad in disguise. If you click it, it might download a virus or take you to a strange website. Always look carefully before you click.
• Virus Scare Pop-Ups: Sometimes a pop-up will shout, “Warning! Your computer has 5 viruses! Click here to fix it now!” This is almost always a trick. The people who made the pop-up want to scare you into clicking so they can install bad software or steal your money. If you see one, do not click it.
• Prizes and Surveys: If an ad says you have won a free iPad or asks you to fill out a survey to get a gift, it is too good to be true. These scams often try to steal your personal information.

How to Deal with Ads

You do not have to put up with every ad you see. Here are some safe ways to take control:

• Ad Blockers: You can install an ad blocker in your web browser. This is a small tool that hides most banner and video ads. Some websites may ask you to turn it off so they can keep earning money — it’s polite to think about this before blocking every ad.
• Pop-Up Blockers: Most browsers have a built-in “Pop-Up Blocker” that you can turn on in the settings. This stops most of those annoying extra windows from appearing.
• Be Careful What You Click: If an ad looks strange, too good to be true, or scary, do not click on it. Close the window or ask an adult for help.
• Ask a Grown-Up: If you are not sure whether an ad is real or fake, always ask a parent, teacher, or another trusted adult before you click.

Did you know?

• The first banner ad: The first-ever banner ad appeared on a website in 1994, and it was for a company called AT&T! It said, “Have you ever clicked your mouse right here? You will.” About 44% of the people who saw it actually clicked on it.
• A sneaky “Pop-Under”: Some ads are so sneaky that they open underneath your current window, so you don’t even see them until you close your browser!
• Ad blockers to the rescue: The very first ad-blocking tool was invented in 2002. Today, millions of people use ad blockers to make the web calmer and cleaner.
• The most expensive ad ever: In 2011, a car company in the United Kingdom paid around $9 million to make a single TV ad. Online ads are usually much, much cheaper!

Check Your Knowledge

1. Why do many websites show advertisements?
2. Name two different types of ads you might see while browsing the internet.
3. How do some websites show you ads for things you were just looking at?
4. What should you do if a pop-up says your computer has a virus and you need to click a button to fix it?
5. Name two ways you can protect yourself from annoying or dangerous ads while browsing.