Why publishers are rethinking ad formats ahead of seasonal demand peaks

Publishers preparing for seasonal traffic surges are comparing popunder and push ads to decide which format will convert best during high-volume windows. Popunders provide immediate revenue with minimal setup, making them attractive for quick monetization during spikes. Push ads, by contrast, require more upfront work—such as building subscriber lists and crafting retention campaigns—but can generate higher long-term revenue and stronger user relationships. The choice depends on your traffic type, audience behavior, and the specific events in your monetization calendar.

Popunders: fast revenue with broad reach, but user experience trade-offs

Popunder ads open in a new browser tab behind the main window, allowing users to continue browsing before engaging with the ad. This format is widely used for high-volume campaigns because it delivers immediate impressions and clicks without interrupting the user’s current session. Publishers with content-heavy sites or broad traffic sources often favor popunders for seasonal spikes, especially when the goal is to maximize fill rates and CPM earnings during short demand windows. However, the format can negatively impact user experience if overused or poorly targeted, potentially increasing bounce rates or ad fatigue.

Push ads: building engagement for sustainable monetization

Push ads deliver notifications directly to users’ devices, creating a direct communication channel that can drive repeat visits and higher lifetime value. This format is particularly effective for publishers with loyal audiences or subscription-based models, as it supports ongoing engagement beyond a single visit. Push campaigns require careful list-building and segmentation, but they can yield higher eCPMs over time by nurturing user relationships. Industry sources note that push ads often outperform popunders in verticals like iGaming and gambling, where user intent is high and repeat engagement drives revenue. For publishers planning long-term monetization, push ads can be a strategic investment during off-peak periods to build a responsive audience ahead of demand spikes.

Aligning your format with seasonal demand using the traffic spike calendar

Monetag’s 2026 traffic spike calendar highlights over 60 high-monetization events, from sports tournaments to holiday shopping windows, where ad demand and payouts typically peak. Publishers can use the calendar to test both formats during low-risk periods and scale the winner during spikes. For example, popunders may be ideal for broad testing and high-volume reach during major events like the Super Bowl or Black Friday, while push ads can be prioritized for verticals with strong repeat engagement, such as iGaming or VPN traffic. The key is to match the format to the event’s user intent and your site’s traffic quality to avoid wasted spend and maximize ROI.

Practical steps to test and scale the right format

Start by segmenting your traffic and running small-scale tests for both formats during non-peak periods. Use whitelists and blacklists to filter low-quality sources, and monitor metrics like click-through rates, conversion rates, and user retention. For push ads, focus on building a clean subscriber list with clear opt-in messaging to comply with platform policies and maintain user trust. For popunders, prioritize placements that minimize intrusiveness while maximizing visibility. As demand peaks approach, scale the winning format based on performance data, and adjust bids or creatives to capture the highest-paying traffic. By aligning your ad strategy with the traffic spike calendar, you can turn seasonal demand into consistent revenue growth without relying on guesswork.

Key takeaways for publishers

Popunder ads are best for immediate revenue and broad reach during high-volume events, while push ads excel at building long-term engagement and higher lifetime value. Use the Monetag traffic spike calendar to plan tests and scale the right format for each seasonal window. Prioritize user experience and compliance to avoid ad fatigue or policy violations, and focus on verticals where your chosen format has proven performance. With the right strategy, publishers can turn seasonal demand into a predictable revenue stream without sacrificing user trust or engagement.

Sources

Popunder ads offer immediate revenue with minimal setup but may not suit all websites, while push ads require more upfront effort but can generate higher long-term revenue and better user relationships. Push ads work best in verticals like iGaming, where user intent is high, while popunders are effective for broad testing and high-volume reach. Publishers should use a traffic spike calendar to align ad formats with seasonal demand windows and test both formats during low-risk periods to identify the best performer for each event.

The Monetag traffic spike calendar provides a planning signal for seasonal demand, events, and traffic windows, helping publishers align their monetization strategies with high-revenue periods.

Push ads are noted as the most effective choice for engaging users, while popunders are highlighted for broad testing and high-volume reach in iGaming verticals.