[chillacy]

I guess the real question will be if the reduced pageviews offset the increased ad impressions. As much as I also hate those popups (I often leave the page), I imagine they've done enough split testing to know that it at least helps their bottom line in the short term.

[hudell]

Well, I've seen a bigger website change their layout completely believing it would increase ad impressions, assuming that users scrolled down on their page. It went live, their profit was reduced to less than half, thousands of people lost their job. The new layout stayed.