Push and pop-under advertising: two direct-response formats
Push and pop-under are advertising formats within programmatic, used mainly for performance campaigns. They are described together because they are bought in similar ways, but they behave differently.
The market in the United States
In the US these formats are used mainly by performance and affiliate advertisers, and brand-suitability controls decide whether they fit a given campaign.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats, not a channel: push and pop-under are two formats bought within programmatic advertising. They are not a fourteenth channel in the Media Ecosystem and not a separate traffic source.
Formats and placements
Where this channel reaches audiences.
Push notifications
Short notification-style messages delivered to users who opted in to receive them, on web or mobile.
In-page push
A notification-style unit shown within a page, without a subscription.
Pop-under
A full page opened behind the active browser window, seen when the user closes or moves it.
When to use it
Use these formats for direct-response offers where volume and cost per action matter more than premium context.
They are not suitable for every brand, and they need strict source filtering and suitability controls.
How Vertoz executes
- Source allowlists and blocklists
- Frequency limits per user
- Suitability and category controls
- Conversion-based optimization
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Cost per click or visit
- Conversion rate by source
- Cost per acquisition
- Invalid-traffic rate
Industries that use this channel
More channels
Frequently asked questions
Are push and pop-under a separate channel?
No. They are formats within programmatic advertising, not an additional traffic-source category.
How do I buy them?
Through Programmatic Advertising.
Are they right for brand campaigns?
Usually not. They are performance formats, and suitability is reviewed for each advertiser.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.