Pop-up definition
A pop-up is a window, picture, or menu that suddenly appears (i.e. “pops up”) on top of the main content of a webpage or application. In programming and web page design, pop-ups are used to direct the user’s attention after performing certain actions (like clicking a button or completing setup), but they’re most famously associated with annoying or scammy marketing practices.
Pop-ups can be modal and non-modal. Modal pop-ups require the user to interact with them before returning to the main content (most often by closing the pop-up). Non-modal pop-ups, on the other hand, allow the user to interact with both the pop-up and the underlying content at the same time.
See also: contextual advertising, malvertising
Pop-ups in digital advertising
Pop-ups are widely used in online adverts to grab user attention while they’re consuming the content of a page. For example, an advertisement pop-up might display a new window with a promotional offer or ask the user to enter their name and email address. The sudden appearance of the pop-up may grab attention, but it is also likely to disrupt the user’s activity and cause annoyance.
As a result, pop-ups have become synonymous with unwanted advertisements. Many people use extensions, apps, or even built-in browser features to block unsolicited pop-ups, even though pop-up blockers may interfere with the functionality of certain legitimate websites (for example, preventing order forms from loading in certain e-shops).
