We all know the story on popups and pop-unders. Most of them are unwelcome, and some are just downright annoying. Now, however, some may be a completely intrusive experience. Orbitz travel agency is utilizing a new popup technology called Kick Through. This type of popup will redirect you to their sites if you so much as move your mouse cursor over the popup window. I personally visited the sites listed in this article and received the Orbitz popup 66% of page load.

"When I tried to close the window it kicked me to the site, which is really annoying when I have six windows open and three of which were not by my own doing," said Diane Schreiber, a high-tech executive who lives in Brisbane, Calif.

 

Chicago-based Orbitz, which appears to be the only advertiser using the kick through, defended the strategy. The company regularly uses pop-unders to invite people to search for discount travel fares. Because online travel has such widespread appeal, ads that "roll over" directly to the site hold value for many people, according to the company's interactive ad agency, Otherwise.

 

Several interactive media buyers say the tact of delivering an unrequested Web page from an ad is a risky bet. Still, others worry about the strategy tarnishing online advertising's evolving image.