Several biiig media companies have already started fretting about the latest version of the Google toolbar. This incredibly popular download (no nobody at Google will give me an exact number of downloads, but hey don't you see it on everyone's desktops?) will now block all pop-ups for sites you visit.
The problem for publishers is two-fold:
1. You still serve the pop-up. It's just blocked on the recipient's end. Your site stats will show you served a whole lot but suddenly your conversion stats will plummet. Oh goodie (sarcasm).
2. Many sub sites depend on pop-ups for the majority of their sign ups to new ezine, new magazine and new site trial takers. I've known some folks who tested an eyeblaster creative instead to use interruptive creative that's not a pop-up. It didn't work. At least for them.
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