Have you noticed a new kind of web advertisement popping up in unusual places across your pages? Like the bulldog dragging a TV across the screen (Animal Planet) or the hipster guy strolling along in white T-shirt and khakis (Hanes)?

They’re called floating ads and were invented by a small, four-year-old tech company named Eyeblaster. After years of studies showing how much consumers hate ads on the web, Eyeblaster founder Gal Trifon decided to create an ad that would be less intrusive, less annoying, and would, in turn, generate more sales for advertisers. Eyeblaster, which is the largest server of these “rich media” ads, now runs more than 200 different ad campaigns per month. “Our mission was to make ads a lot more appealing to users,” says Trifon, CEO and president of the New York-based company. “Nothing helps the user experience more than a great creative ad.” Eyeblaster also helps their customers’ experience by tracking user data — that is, who’s looking at the ads and how they interact with those ads. The strategy has paid off handsomely for the small private company. While Trifon won’t divulge revenues, he does say the company has grown revenue by 100 percent every year and is operating at a 40 percent profit margin. The plan is to expand the business into other markets, such as ads for interactive TV, gaming, and wireless devices, and to expand service to existing customers by offering them even more tools and data-gathering devices. Next thing you know, people will be surfing the web for the coolest new ads. Okay, maybe not.