One-fifth of Web publishers ban pop-ups

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New York—Twenty percent of Web publishers surveyed said they have completely banned pop-up advertisements on their sites, according to survey results released Tuesday by CheckM8, an ad serving technology company.

The remaining majority said they allow them but apply frequency cap rules. Oren Netzer, director of business development at CheckM8, said he was surprised that so many publishers banned pop-ups but added, “It’s still a major industry channel today.”

Earlier this month, CheckM8 surveyed 25 online publishers—including CNET, Los Angeles Times and The Washington Post—that use seven different ad serving technologies.

The company also found that the majority (83%) of publishers are compliant with the Interactive Advertising Bureau’s recently issued voluntary pop-up guidelines. However, 28% indicated they have to develop or acquire technologies to complement their ad servers in order to comply with the guidelines.

—Carol Krol

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