A purveyor of pop-up ads says the format is on a steady decline, even as his firm rolls out new, guaranteed to pop, tools.

Despite the rise in pop-up blocking tools, pop-ups are still the most hated ad format, according a 2004 survey from Jakob Nielsen. It's not in Falk's interest to defend the pop-up, Apprendi said, but to place more control back into the hands of the company's publisher clients.