[cgarvey]

I think one failure point of this thought process is that popup practices don't relate to the content or why the User clicked on the article to begin with. Popups that cover/interrupt the content aren't necessary and shouldn't be a "match" indicator for your company. Unless you're in the business of selling "annoying" products and you need people who are tolerant of that or enjoy being annoyed.

[notdanariely]

An interesting addition, thank you!

After considering your comment, I still think my original point stands. Instead of thinking about the product being sold, think of it like qualifying a lead based on their receptiveness to your advertising.

It would need to be tested whether that would be more highly correlated with conversions / profits, but I'd probably consider someone who is receptive to my advertising as a higher priority lead than someone who is interested primarily in my content.