America Online on Tuesday said it will no longer accept third-party pop-up ads. That news came during the company's New York launch of its new AOL Version 8.0.
However, Dulles, Va.-based AOL said it will continue to use pop-ups occasionally to notify members of key features of the service, and for a limited time, to make special offers from its parent company, New York-based AOL Time Warner Inc.
AOL spokesman Andrew Weinstein said the decision was made after receiving feedback from its members. He also said the company will take other steps to offset any revenue lost from discontinuing the pop-ups.
In a statement, AOL CEO Jon Miller said the company will offer advertisers other ways to reach its members, such as standardizing sizing and placement of advertising.
Weinstein said AOL believes that advertisers will benefit from this decision because members will become more receptive to advertisers if they aren't continually bombarded with what are often considered an intrusive type of advertising.
AOL said its new policy will be put into place as it works through the inventory of ads and merchandise promotions it is already committed to run.