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Once You Pop . . .

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

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

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

According to Panos Anastassiadis, president and CEO ofCyveillance, an Arlington, Virginia, company that uses proprietarytechnology to analyze Web sites, "When the economy is down,businesses will go to great lengths to wring more out of theirmarketing dollars. It's no surprise to see these tactics emergeinto the mainstream."

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