According to IAB standards, how many pop-up ads should each user be exposed to during a single visit to a website?

The IAB sets guidelines for digital advertising to enhance user experience while maintaining effective advertising practices. According to these standards, limiting each user to a single pop-up ad during a website visit helps prevent overwhelming or frustrating the user. Pop-up ads can be disruptive and can detract from the overall usability of a site, leading to a negative perception of both the ad and the brand it represents.

By restricting exposure to one pop-up ad, the IAB aims to balance the interests of advertisers seeking to promote their products with the need for a pleasant and manageable browsing experience for users. This guideline encourages advertisers to create more impactful ads rather than relying on frequent pop-ups, which might cause users to leave the site altogether.