I suppose on one level, their market research shows that pop-up ads have a much higher recall with readers. We recall the ads better because we spent so much time cursing them.
Research might also show a higher click through rate, which I suspect mostly consists of people mistakingly clicking into the ad while trying to find the increasingly tiny X that close the ads.
Technology provides us with an ever growing number of ways to get in front of customers. I think it is incumbent on marketers that aggressive marketing doesn't cross the line into intrusive marketing. It's a very thin line.
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