ExitExchange claims that in 2000 it invented the technology that allows advertisers to make popup ads and has filed for the first ever patent for this invention. If the US Copyright Office approves, ExitExchange would get royalties for every popup.
If approved, Greg Aharonian of http://www.bustpatents.com/... says the only way for a site to contest a patent is to prove it had the technology before ExitExchange utilized it in 2000.
The patent was published last February and it could take up to 2 years for approval. Companies would have to pay royalties retroactive to the publish date. It is noted that companies like Yahoo are losing ad revenue and this could add more losses.