X marks the spot: the cliché from a treasure hunt where you are reading the map that will lead you to buried treasure. Nowadays the “X” marking the spot is the ‘close’ function on a web advertisement and the buried treasure is the web site you are trying to view. What you are looking at instead is an advertisement that you weren’t expecting and would like to get rid of, if you could just figure out how.
Sure, each ad has a close function, but they put it in different places and call it different things. Which corner of the ad is it in? You have to look. Maybe it’s not even in a corner, but in the middle somewhere, at the bottom . . . or not. Is it an ‘X’ or ‘close’ or ‘x close’ or ‘close this window’ or ‘skip this ad’ or ‘continue’ or … or … or? Sometimes the ad floats down onto the web page, with the close function being the last item to display. Sneaky ads, those.
Sometimes the ad closes itself while I am searching for the close function. I guess they thought I was reading their ad and didn’t want to close it myself. Wrong, again.