In their latest effort to provide a more positive mobile user-experience, Google recently announced that as of January 10th 2017, mobile websites displaying popup ads considered invasive will be penalized in the search engine result pages.
As explained by Google, "Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller".
So what constitutes “intrusive interstitials”? A Mashable article written by Emma Hinchliffe provides a hint at what publishers should expect:
Image source: Mashable
With this is mind, there will be exceptions made to certain forms of popups:
For ecommerce companies who are aggressively using popups to encourage users to opt-in for additional content, it is paramount that a website audit is conducted before the January 10th deadline. We recommend beta testing all areas where popups are present on multiple mobile devices to ensure they aren’t hindering the user experience.
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