Re: pop-ups

From: Pesach Lattin <info_at_adspyre.com>
Date: Mon 04 Mar 2002 10:21:36 -0600

      Actually, I am to be blamed for pop-unders. A few years
ago, when ABOUT.COM stock was worth something, I had them as
a client. They were looking at the time to generate
significant traffic to their site, because they were selling
banner ads at ridiculously high prices (ie, $20 cpm on
some places) and were actually over selling the site
significantly. They had come to the conclusion that they
could pop their site on sites of similar interest and then
generate significant traffic.

   In playing with the code, I figured (by accident) how to
pop the sites under the browser, thus creating a "pop-under."
At the time I had never seen this, on any type of site and
was really quite pleased about it. This type of ad was soon
dubbed "transfer ads," since they transferred a user directly
from site A -> site B. It seemed like a really good idea, so
I marketed it to several other companies who used it
similarly to improve their rankings significantly. My first
client ABOUT.COM boosted from #20 to at the time, #7 within a
small period of time on MediaMetrix.

   After introduction into the marketplace, it took about 6
months before it caught on. I was one of the first people to
book anything of this type on sites like ENGAGE/ADSMART,
L90, DOUBLECLICK and a bunch of other networks. Soon after
L90 decided they wanted to sell these full time and dubbed
them "power-ads." From there, the rest is history, as everyone
wanted to run pop-unders, and the price went from me booking
it as much as $100 CPM to people buying/selling for $10... then
to $5... then to $2 cpm.

   If you are familiar with my newsletter, you will have
noticed that I several times mentioned that booking at these
low prices ($1 cpm especially) for pop-unders, guarantees
that you will be cheated and lied to. I_ve found dozens of
campaigns on porn sites, partnered with 3 other pops on a
warez site and so on. The amount of cheating that goes on in
this industry with pops is so prevalent, that I_d recommend
NEVER using a broker to book these anymore _ otherwise, you
are going to get ripped off. Similarly, almost all the
companies that "specialize" in pops are nothing more than
brokers who do the same thing.

   Anywho, I thought you_d love a short history of the
pop-under.

Pesach Lattin
ADSPYRE http://www.adspyre.com
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Received on Mon Mar 04 2002 - 10:21:36 CST