The trend of the dying pop up has been going on for a few years now, but the marketers just didn't want to listen. I am happy to see the pop up die before the banner. I didn't know which would begin the death rattle first. I hear a lot about people jumping to audio and video advertising as a way to get in your face without permission once again. I can't be too mad at them. Now we just need a TiVo for our You Tube.

Most of the newer pop-ups get around the IE/Firefox block (and Firefox was the first to have that btw). The pop-up ads we were serving loaded as layered ads when blocked and had a 98% success rate.

The one's T35 had were not technically pop ups. They didn't open in a new windows, therefore they were not blocked in Firefox.

Pop up windows come in many different shapes and sizes, typically in a scaled-down browser window with only the Close, Minimize and Maximize commands.

There is a strong resentment by some Web surfers towards pop-up ads. Marketers often do not realize the ill-will generated by pop-ups because it is easier to click the "close" button than send an email to complain. What can often be seen is an above-average click-through rate, although some of this can come from "false positives," unintentional clicks when the pop-up gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of pop-up advertising by paying attention to conversion rates and return on investment (ROI).

Very nice discussion here, got lot of information.