Short answerPopunder traffic is visits to your landing page that open in a new browser tab after a user clicks on a publisher's site. You pay per impression (CPM), every impression is a full page view of your offer, and the format suits direct-response campaigns — apps, sign-ups, sales — that convert from a fast landing page.
Popunder is one of the most popular formats among performance marketers. It is simple: there is no banner to design and no click to wait for — your landing page is the ad. This article explains how popunder traffic works and how to buy it well.
How does popunder traffic work?
A user visits a publisher's website and clicks somewhere on the page.
A new tab opens with your landing page. In the Wizads implementation it opens in a new tab and becomes the active window.
The impression is counted, and you pay for it on the CPM model.
Frequency settings on the publisher side limit how often a user sees a popunder, so the same visitor is not hit repeatedly.
Why do advertisers buy popunders?
The landing page is the ad. No creative fatigue from banners; you test landing pages instead.
Volume. Popunder inventory is large across many GEOs, which makes scaling easier.
Simple setup. A URL, targeting and a bid are enough to start.
Full attention at the moment of opening. The page takes the whole tab, not a small slot.
When does popunder traffic convert?
It works best for offers that a visitor can understand and act on quickly:
app installs and sign-ups;
free trials and lead forms;
e-commerce offers with a clear price;
content and subscription offers.
It works worse for products that need long research or a complex explanation, unless the landing page is built for a cold audience.
How to set up a popunder campaign
Prepare a fast landing page. It must load quickly on mobile and explain the offer above the fold.
Choose GEOs and platforms. Start with one country and one platform to learn the baseline.
Set targeting: operating system and browser often matter a lot for app offers.
Set a CPM bid and a daily budget for the test.
Connect postback (S2S) so that conversions are tracked per placement.
Launch and collect data for a few days before judging.
How to optimize
Placement lists. Add placements that spend without conversions to a blacklist; move the best ones to a whitelist.
Landing page tests. Small changes — headline, button, speed — often change conversion rate more than bids do.
Time and day. Some offers convert better at certain hours.
Bids per segment. Raise bids where the cost per result is good, lower them where it is not.
What about traffic quality?
Popunder inventory varies in quality. Watch for conversions with no real activity, unusual spikes from single placements and visits that close instantly. A platform with its own anti-fraud filtering and verified publishers reduces the risk; postback tracking shows you the truth. See ad fraud and traffic quality.
Buying popunder traffic with Wizads
In the Wizads DSP you can buy popunder traffic on CPM with targeting by country, platform, operating system and browser. Traffic comes from direct publishers and is filtered by Wizads' own anti-bot and anti-fraud solutions, black and white lists are available, and conversions can be tracked with postback. You can run campaigns yourself or with a personal manager and request a free test before launching. More about the format: popunder ads.
Frequently asked questions
Is popunder traffic the same as clickunder?
The terms are often used for the same thing: an ad page that opens in a new tab after a click. Platforms differ in details, such as whether the new tab becomes active.
Do I need a banner for popunder campaigns?
No. The landing page itself is shown, so you only need a URL.
How do I know the traffic is real?
Track conversions server-to-server and check behaviour on your site. Our guide to buying traffic covers testing and scaling.
Wizads is an advertising network with its own DSP, SSP and ad server. Our team writes about programmatic advertising, website monetization and buying traffic.
