Falk eSolutions has a new option for marketers trying to reach users via pop-ups and pop-unders. 

 Available with the upcoming release of Falk.s AdSolution FX product, a new option will allow serving of standard pop-up or similar alternative rich media creative to all users, regardless of the use of pop-up blocking software and without requiring additional creative or production costs for ad conversion.

Currently, there is a large and growing discrepancy between the volume of pop-up advertising impressions booked by advertisers and that which is actually seen by online users.

Over the last year, many sites have established consumer-friendly frequency guidelines to limit the number of pop-up/under impressions per user, yet blocker use continues to grow. Falk AdSolution provides full frequency cap controls, enabling publishers to protect their users from over-saturation, as well as more easily target specific and relevant advertising formats to any audience segment based on user settings.

"The proliferation of pop-up blocking software has made it harder for web publishers and marketers to do business and monetize the content that users desire," says Joe Apprendi, CEO of Falk North America. "As a technology provider, it is our objective to deliver the tools to support the policies and ROI objectives of our customers, both publishers and marketers. This customizable feature gives our customers the flexibility they require to best manage their advertising with their audience preferences in mind."

The upcoming AdSolution FX product is a new rich media ad management tool within Falks' AdSolution ad server platform. AdSolution FX will reduce overall production, management and serving costs of rich media ads for Falk clients while providing a full range of rich media formats, Flash and streaming video, and tracking and optimization features, the company said.