Google Bans Ads on Sites Utilizing ‘Pop-Under’ Ads: A Move Towards Better User Experience

In a decisive move to enhance user experience and maintain the integrity of its advertising network, Google has announced a ban on displaying ads on websites that employ ‘pop-under’ ads. This action, part of Google’s ongoing efforts to combat disruptive advertising practices, reflects the company’s commitment to ensuring a safer and more enjoyable browsing experience for users worldwide.

Understanding ‘Pop-Under’ Ads

‘Pop-under’ ads are a type of online advertisement that appears behind the main browser window. Unlike pop-up ads, which immediately capture the user’s attention by appearing in front of the current window, pop-unders remain hidden until the main browser window is closed or minimized. This stealthy approach makes them particularly annoying and intrusive, as users often discover them unexpectedly, leading to frustration and a negative perception of the website involved.

Google’s Rationale

Google’s decision to ban ads on sites using pop-unders aligns with its broader mission to prioritize user experience and trust. The company has long been a proponent of reducing disruptive advertising practices, understanding that such ads not only degrade the user experience but also undermine the credibility of digital advertising as a whole.

Scott Spencer, Director of Sustainable Ads at Google, stated, “We have been focused on improving the experience of our ads for both users and publishers. Pop-under ads are known to create a poor user experience, and by banning them, we are taking a significant step towards ensuring that our ads are seen in a context that is both engaging and respectful of the user’s browsing experience.”

Impact on Publishers and Advertisers

For publishers and advertisers, this ban signifies a need to reassess their advertising strategies. Websites that have relied on pop-unders for revenue generation will need to explore alternative, less intrusive ad formats that comply with Google’s policies. Advertisers, on the other hand, must ensure that their campaigns are not associated with disruptive ad practices that could harm their brand’s reputation.

Google’s Advertising Policies emphasize that ads should be engaging and non-disruptive, ensuring that users have a positive experience. By enforcing these standards, Google aims to create a healthier advertising ecosystem where user experience is not compromised for short-term gains.

Broader Implications

This move by Google is part of a larger trend within the tech industry to crack down on malicious and intrusive advertising practices. The Coalition for Better Ads, of which Google is a member, has been instrumental in developing standards to improve the quality of online ads. These standards have led to the widespread adoption of less intrusive ad formats and a decline in the use of aggressive advertising tactics.

In recent years, Google has implemented several measures to enhance ad quality and user experience. These include the introduction of the Chrome browser’s built-in ad blocker, which blocks ads that do not meet the Better Ads Standards, and the continuous improvement of its machine learning algorithms to detect and block malicious ads.


Google’s ban on ads on sites using ‘pop-under’ ads is a significant step towards fostering a more user-friendly internet. By prioritizing user experience and adhering to higher standards of ad quality, Google continues to set the benchmark for responsible digital advertising. This move not only benefits users but also encourages publishers and advertisers to adopt more ethical and effective advertising practices, ultimately contributing to a better online environment for everyone.

Similar Posts

Leave a Reply

Your email address will not be published. Required fields are marked *