[LeifCarrotson]

I wonder if the time delay on these pop-ups is set to avoid being measured by the "bounce rate" or "0-10 second session duration" analytics tools.

This would be especially interesting to measure. While the 0-10 second bounce rate on any site will be somewhat high due to people just looking for something other than the page you give them (I see 50% bounces on a small business site with zero ads), and it's difficult to distinguish these from people who didn't like the ads or format, you could get a precise measurement of exactly how many people close the page within 3 seconds of the pop-up appearing.