By itself, Zuphaims.com is a legitimate part of advertising service. Website publishers can use it to generate revenue on their sites. The problems arise when users start to notice that they are constantly, or at least abnormally frequently, redirect to the address during their browsing sessions.
The reason for the annoying redirects could be an adware application lurking inside the user's device. Indeed, many threatening or deceitful programs are designed to take unsuspecting users to the advertisements delivered by Zuphaims.com without obtaining permission from the publisher. The goal of the applications is to generate revenue for their creators in the process. Doing a scan of the affected device with a reputable anti-malware solution could reveal exactly such applications hiding on it.
Furthermore, the advertisements displayed by Zuphaims.com should also be avoided, no matter how attractive they may seem. Most of the advertisements could take the user to offers for barely functional chrome extensions, which could in fact just be browser-hijackers, dubious adult websites or suspicious online casinos. Users could also be presented with offers to install fake software updates that could carry various PUPs (Potentially Unwanted Programs) or even malware.