Patrick Kulp says, “It’s an all-too-familiar experience on the mobile web: Click on a site and an ad overtakes your screen to ask you if you wouldn’t rather stop reading and download the site’s app instead.

Does anyone ever want to do that?

Obviously not, as common sense tells us, but Google needed proof. It found it: seven out of ten people in a just-released Google internal survey said the extra step to get to the site is cause enough to abandon the webpage altogether.

“This [ad] has been described as the ‘door slam’,” said Jennifer Gove, who works in ads research at Google, at last year’s Google IO developers conference. “It annoyed all but the most loyal and familiar customers.”

That’s why the Internet’s biggest advertiser has decided to scrub this interstitial ad format, and it’s calling on the rest of the mobile web to do the same“.

Google kills annoying pop-ups that demand you ‘download this app’

Mashable
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