It seems context is king when it comes to pop-ups. In terms of advertising, the stats are enlightening: 70% of US users are annoyed by pop-up ads, and according to SearchEngineLand, the primary reason for blocking a site is annoying ads. Of course, not all pop-ups are ad pop-ups, and some pop-ups add value. As Sergi points out, “they’re ideal if you want to show related content while keeping the user on the same page, and for a designer they’re a great way to add focused value within a reduced area.” Pop-ups – it is complicated.