 Additionally, he reported that 60% of people who participated in his survey believed that "pop-up advertisements are placed on the website on which they appear by the owners of that site".Avi Naider, CEO of WhenU.com, testified that the SaveNow program performs "contextual marketing", which he defined as "delivering something to a consumer when they need it".He also argued, through the presentation of a number of screen captures, that the use of pop-ups was analogous to a number of other common computer programs including instant messaging software.