Google’s devaluation of intrusive pop-ups and other invasive interstitials to heighten mobile user experience has affected the overall use of the traditional pop-up. SEO experts have constantly questioned if they should still use the pop-feature or not. At any rate, advertising through pop-ups really do work.
Google is keeping up with their efforts in making search more efficient by valuing pages that offer more content. This is part of their campaign to help users find the best answers to their questions with whatever device that they are using. On the other hand, this also means that they have to devalue pages that have what we call “interstitial”.