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Pop-up and pop-under ads annoy many users because they clutter up the desktop and take time to close. BannerA­ ads and sidebar ads have standard sizes, but in the last year or two people have tried all different sizes and placements. On this page you can see a narrow strip for Netscape at the top, a standard banner ad, a square AOL ad mid-page, and four smaller ads along the bottom. On this page there is a round WSJ button up top along with ads for Casio, Ubid and Radio Shack along the side.

Sites don't get paid much for these smaller ads, because generally the click-through rates are low. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way. Pop-under ads are similar, but place themselves under the content you are trying to read and are therefore less intrusive. Whereas a banner ad might get two to five clicks per 1,000 impressions, a pop-up ad might average 30 clicks.

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