It’s time to rethink your ad strategy if you are making readers close popup ad boxes before they can get to your article.

Google announced today that it will begin penalizing pages with intrusive interstitials, commonly known as popup ads, beginning in 2017: Pages that show intrusive interstitials provide a poorer exp…

Not all interstitials will be penalized. Google identified three types that it considers intrusive: popups that cover the main content after the user navigates to a page from the search results (either immediately or while the user is browsing the page), standalone popups that must be dismissed before accessing content, and the use of a layout where the popup mimics the above-the-fold content but original content has been inlined underneath the fold.

Source: Google to Penalize Pages with Intrusive Popup Ads Starting January 2017 – WordPress Tavern