How to Choose the Best Monetization Format for Your Platform: Popunder, Push or Banner
In affiliate marketing, there are three different monetization formats you can employ, each with its own pros and cons. These are popunder, push, and banner ads.
Your preferred format will have a significant impact on both ROI and user experience. As such, choosing the right option for you is critically important. This article will help you make the correct choice.
17 Sep 2025
In affiliate marketing, there are three different monetization formats you can employ, each with its own pros and cons. These are popunder, push, and banner ads.Your preferred format will have a significant impact on both ROI and user experience. As such, choosing the right option for you is critically important. This article will help you…
Why Choosing the Right Monetization Format Is Important
Different website monetization formats align with different user behaviors, with some people responding well to things like push notifications and others appreciating the subtlety of the humble banner. As such, depending on your chosen demographic, the format you choose can impact anything from revenue to customer retention.
How Popunder Ads Work and When to Use Them
Popunder ads are advertising windows that open beneath the user’s active tab after they’ve interacted with a link and are valued for their minimally intrusive nature. They are best used on entertainment websites that see a lot of visitors, like sites with a high volume of iGaming traffic.
Pros and Cons of Using Popunder Ads
One of the biggest benefits of using popunder ads is that they don’t intrude on the user experience, but they also have high cost per mille (CPM) and click-through rates (CTR). On the other hand, they can be blocked by some browsers and, despite their non-intrusive nature, may annoy site visitors if overused.
Best GEOs and Verticals for Popunder Ads
Tier 2 and Tier 3 countries are widely considered the best markets for popunder ads, often performing better than those in Tier 1. Sites that benefit the most from this format are those with high traffic, including gaming and streaming platforms, and websites selling utilities and software.
The Benefits and Limitations of Push Notifications
Push ads are advertisements that appear as notifications on the user’s device. They have a number of benefits. They allow you to reach users even when they’re not on your site, boosting engagement and conversion rates. On the other hand, they usually require visitors to opt in, and their high CTR usually decreases over time.
In-Page vs Classic Push Notifications
There are two main types of push notifications. The first, in-page, appear as native elements on your webpage and do not require users to opt-in. Classic push notifications do require this, however, but pop up even when the user is off-site.
When to Use Push Notifications
Push notifications are effective in a wide range of scenarios, but they’re best for news and updates, and re-engaging users after they’ve visited your site. If you manage to build a list of long-term subscribers, you can count on having a reliable stream of push traffic for your ads.
Why Banner Ads Are Still Relevant
Banner ads may seem old-fashioned, but there’s still plenty of room for them in digital marketing. For one thing, they’re very easy to implement. In addition, a well-designed banner can be really eye-catching, making this format ideal for branding and display campaigns.
Best Practice for Employing Banner Monetization
Despite the numerous advantages of this format, ad fatigue is still something you should be wary of. To combat this and ensure your banners remain effective, keep them free of clutter, responsively sized, and positioned above the fold to grab immediate attention.
The Challenges of Banner Blindness
One issue with this particular format is the phenomenon known as banner blindness, where users will go on and scroll past banners without so much as a glance. This does present marketers with a challenge, but you can combat it by rotating creatives regularly and including native ads on your webpage.
Effective Ad Formats Comparison
The table below summarizes the main pros and cons of using push vs popunder or banner ads:
| Format | Pros | Cons |
| Popunder | High ROI, good for high traffic volumes | Potentially intrusive |
| Push | Good for long-term engagement and retargeting | Opt-in dependent |
| Banner | Good for branding and lead generation | Banner blindness |
Considering Audience Behavior
A range of factors determines an ad’s efficacy, including demographics and browsing habits. This is something to take into consideration when deciding which format is best for you and your target audience.
Comparing by Offer Type and Vertical
As well as considering audience behavior, you should consider which format is the best fit for your particular niche and offer type. For example, popunder ads might be used for entertainment sites, push notifications for e-commerce offers, and banners for company branding.
Choosing the Best Format for You
When choosing the best ad format for your website, you should consider a wide range of factors, including traffic source, GEOs, and ad goals. You should also think about how well the format complements your offer type, as well as the particularities of the user experience.
Thinking About Traffic Source, GEOs, and Ad Goals
Certain formats are better suited to certain traffic sources and GEOs. For example, traffic from Tier 3 markets is usually fairly cheap and, as a result, high volume. Oftentimes, popunder ads are the most popular in such cases.
Ad goals are another factor to take into consideration. If the purpose of your campaign is to catch users’ attention and generate new leads, for example, then a banner is probably the best option.
Monetization Testing and Optimizing Your Campaign
Through split testing, you can try out different ad types and creatives to see which suits your needs best. By accessing user analytics and revenue-per-user metrics, you can optimize your campaigns and determine if and when the “best” format for you changes.
Which Traffic Monetization Method Best Suits You?
Ultimately, the best website monetization method for you depends on your particular goals, niche, and target demographic. By evaluating factors like audience behavior, GEOs, and verticals, and by making the time to regularly analyze and evaluate your campaign’s performance, you can find your path to success!
FAQ
How does pop traffic work for publishers?
Popunder ads open in a new window beneath the one the user is actively viewing, but the publisher only earns revenue when they finally interact with it.
What’s the difference between in-page and classic push ads?
In-page push ads only appear when the user is on your website and do not require opt-in, whereas classic push notifications can pop up at any time and do require prior consent.
Are banner ads still relevant in 2025?
Despite the challenging phenomenon of banner blindness, banner ads are indeed still relevant in 2025, and can be especially effective for branding and generating leads.
Which format offers the best ROI in advertising?
While it’s true that popunder ads and push notifications are considered high-converting formats, ROI in advertising varies wildly depending on vertical, GEO, and traffic quality.
How can I test monetization formats efficiently?
Split testing combined with regular evaluation and analysis is one of the best ways to compare formats and creatives.
