In an attempt to bring more customers to their traffic source, webmasters are increasingly using aggressive advertising. If the native ad is just “waiting” for a user to click in a designated area on the site, then the PopUnder is not visible on the user’s login page.

What is a PopUnder? Is this ad format useful or annoying to users? What are the pros and cons of using a PopUnder? The answers to these and other questions are below.

PopUnder: what is it, and what does it look like?

A PopUnder is an advertisement that, when you click on a certain area of ​​the site or load the landing page (depending on the code settings), appears behind the browser tabs. After that, minimizing or closing the main window is enough, and the advertising page will immediately become visible. For example, when users try to click “Play” to start a live football match or start watching a movie in the browser, there is often a “+1” to taskbar tabs per click. It means that for one such viewing of a football match, a user can receive up to 10 new ads-tabs.

To make the PopUnder appear to the end user, the webmaster needs to:

  • register in the advertising grid to receive a unique JavaScript code;
  • set up a tracker and targeting;
  • pass this code to the site owner/developer to embed it into the code of the desired page.

Then it’s up to the user.

The essence of PopUnder is to show an advertisement without the need to overlap browser windows and instantly switch. The tab is already opened and is not in front of the window, unlike the pop-up, but behind it. It patiently waits for the user to switch to it.

Here’s how it looks like:



The user in most cases does not know about the presence of PopUnder ads on the site. He can simply browse the content or surf aimlessly through the tabs and, by clicking, even accidentally, on a particular place on the page, he will open the target window for the webmaster.

Like pop-up, PopUnder refers to pop-up ad formats. Their display’s mechanics are the same, but the location is different. Here, for clarity, is a comparison between native and banner advertising.



Click on any image, link, and even on [x] closing the window can open a pop-up.

PopUnder advertising is about efficiency

PopUnders are advertisements with 20 years of history. And during this time, webmasters of different levels managed to work with them.

The first thing to note is that PopUnders are sold according to the CPM model (Cost Per Mile), payment for 1000 impressions. In some GEOs, with correctly selected offers, the cost of a click reaches $0.005, which is very low today.

Of course, for the ad to work, the webmaster must replenish the account balance in the advertising network. But after several conversions, it recoups investments and then goes only into net profit.

Also, as a particular plus, advertisements are being created on the Internet specifically for working with PopUnders. This makes it easier for affiliate marketing specialists because you don’t have to look for a suitable grid.

All this means that if this format was not effective, then during this time, it would have left the market. But it is now popular, which means PopUnders continue to be effective.

Pros and cons of using PopUnder ads

We have found many pros and cons of such advertisements.

Pros Cons
  1. Unobtrusiveness. Unlike pop-ups, they are not so aggressive. They do not expand to full screen while viewing content but calmly wait for the user to “stumble” on them.
  2. Guaranteed click-through is one of the main advantages of advertisements. After all, the user will look at the open page before closing it. So, there is a high probability to hook the user.
  3. A minimum of information is all that a webmaster needs. This is just a ready-made landing page. You don’t need layouts, creatives, and CTA texts for pop-ups and native ads.
  4. Huge traffic flow. PopUnder ads are the leaders in traffic due to the broad audience coverage across the Internet.
  5. Protection against the budget drain. Payment only for one impression to a unique user per day. Even with multiple shows.
  6. Low cost per click compared to other types of ads.
  7. Advertising is adaptive for all devices — desktops, tablets, and smartphones.
  8. Work across the entire geo, meaning you must select the right offer, prepare the landing page and determine the display geo.
  9. Compatibility with other types of advertising means it can be used with pop-ups and native.
  10. Invisibility on the site. If native advertising or pop-ups “irritate” users more by their appearance in front of the content, then PopUnders do not change the page’s appearance.
  1. A large percentage of closed ones. Users do not expect this ad, so you need to be prepared that it will simply be closed.
  2. It is difficult to get into the target audience. If native advertising focuses on the target audience, pops win by quantity.
  3. Ad blockers do not allow PopUnders to show up. If users use AdBlock or similar extensions, tabs will be blocked, and the conversion will drop accordingly.
  4. A lot of bots, no matter how considerable the amount of traffic is, every affiliate can get shown to bots. Therefore, it is vital to set up trackers and bot protection.
  5. Worst viewed on smartphones. Ads are most easily lost in the general browsing of mobile browser tabs.
  6. Many site owners do not want to use PopUnders on their Internet resources. Although users cannot always track precisely where they “found” a hidden advertisement, site owners are loyal to PopUnder.
  7. Search engines are against PopUnders. For example, Google specifically downgrades sites that use PopUnders.
  8. A lot of routine for a webmaster. Optimization takes time, you need to constantly check blacklists, etc.
  9. There are problems with analytics. For example, the statistics will not be displayed correctly if you do not switch the geo in time.
  10. Without split testing, finding the most helpful ad networks is difficult.

PopUnder ads have their peculiarities of work, but since webmasters have been using this type of advertising for a long time, the “weight” of the advantages still covers the disadvantages.

The first thing a webmaster needs to know about PopUnder traffic

These are offers for advertisements. If a novice affiliate marketing specialist does not prepare and chooses an offer that does not support PopUnder traffic, he may be blacklisted by the advertiser.

To avoid unnecessary difficulties, you should choose an offer from the following list of verticals:


If an affiliate marketing specialist works with affiliate programs, he can check the working offers and advertising grids directly from his manager. He will tell those that have already proven themselves.

Finally: 4 Tips for Working with PopUnder Ads

The main advantage of PopUnders for affiliate marketing specialists is a minimum of preparation. Native advertising requires creativity and an intelligent choice of placement. And for a PopUnder, you only need a landing page. At the same time, the main disadvantage is low conversion. Although, from the case above, you can clearly work with this and generate profit.

Four bonus tips to help affiliate marketing specialists earn more by dumping PopUnder traffic:

  1. All modern exchanges value their reputation and use trackers. Therefore, do not try to cheat impressions. For this, the webmaster will be blacklisted and will no longer be able to use the services.
  2. Be sure to keep track of the pagespeed of your landing page. PopUnder is aggressive, which means fast advertising. The user will not wait a few seconds for your offer to load. The sooner he receives an offer, the greater the chance it will interest him.
  3. Don’t look for cheap split tests. The more clearly the webmaster builds advertising grids, the more profitable the campaign will be;
  4. Be aware of mobile PopUnder impressions. The user will not pass by if the offer looks “big” and attractive, with a CTA (Call-To-Action) on half the screen.


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