A pop-under ad is a form of online programmatic advertising that opens in a new browser window behind the current window. Unlike pop-up ads that appear on top of the content, pop-under ads stay hidden until the user closes or minimizes their main browser window. This sneaky approach aims to capture user attention after they finish browsing the original website.
How pop-under ads work
When a user visits a website displaying pop-under ads, JavaScript code triggers the creation of a new browser window. The ad loads discretely in the background while users browse the main site. Many users don't notice these ads until they close their browser, making them less intrusive but potentially more deceptive.
Risks and concerns
Pop-under ads pose several risks for advertisers. They're often associated with low-quality traffic and questionable advertising practices. Bad actors can exploit pop-under ads to generate fake clicks and invalid traffic.
Common issues include:
- Multiple pop-unders opening simultaneously
- Automated scripts clicking ads without human interaction
- Difficulty tracking genuine user engagement
- Association with malicious websites and malware
- Poor conversion rates compared to other ad spot formats
Impact on ad fraud
Pop-under ads are particularly vulnerable to click fraud and invalid traffic. Fraudsters often use automated tools to generate fake clicks on these ads. This artificial activity can quickly drain advertising budgets while providing no real value.
Some fraudulent schemes specifically target pop-under ads because they're harder to monitor. The hidden nature of these ads makes it more difficult to detect suspicious activity.
Prevention and protection
Advertisers can protect themselves from pop-under ad fraud through several methods. Using click fraud protection software helps identify and block suspicious traffic patterns. Avoiding networks known for pop-under ads can also reduce exposure to fraud.
Regular monitoring of traffic sources and engagement metrics helps spot potential fraud. Working with reputable ad networks and implementing strict targeting parameters can minimize risk.
