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The US-based women's media and internet company iVillage plans to ban superstitial or 'pop-up' advertising from its network of websites.
IVillage, which owns sites such as ivillage.com and women.com, makes between 5 per cent and 6 per cent of its ad revenue from pop-up campaigns.
The company said it was responding to a survey of users that indicated 92.5 per cent of female surfers found the ads to be the internet's most frustrating feature.
'We have built iVillage by listening to what women want, and our move to eliminate pop-up advertising is a direct example of this,' iVillage's co-founder and editor-in-chief, Nancy Evans, said.
The iVillage network has asked the eight advertisers that now run pop-up ads on its sites, including Gillette and Unilever, to pull pop-up campaigns and replace them with more conventional ads. The advertisers ...