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Once You Pop . . .

Can the marketing strength of pop-ups overcome their weaselly image?

This story appears in the June 2002 issue of Entrepreneur. Subscribe »

We've all encountered those ads that pop up in front of or behind the browser window when we're trying to open a Web page. While consumers generally find these aggressive online advertising formats to be disruptive and even annoying, online marketers are using them more and more. Why?

According to Panos Anastassiadis, president and CEO of Cyveillance, an Arlington, Virginia, company that uses proprietary technology to analyze Web sites, "When the economy is down, businesses will go to great lengths to wring more out of their marketing dollars. It's no surprise to see these tactics emerge into the mainstream."

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