Affiliate marketing 2025 is all about one big debate: push vs pop ads. Both bring traffic, clicks and conversions — but they work differently. Some affiliates swear by push for quality leads, others love pops for massive volume at low cost.
On FatAds ad network, these two formats are the core focus. The network was created by media buyers who know exactly what affiliates need: simple campaign setup, transparent traffic and formats that convert. Since FatAds only specializes in push and pop, it’s the perfect playground to test both and see what brings more profit for your offers.
In this guide, we’ll do a push ads vs pop ads comparison: how each format works, where the traffic performs best (mobile vs desktop), which verticals convert better on each. By the end, you’ll know when to choose push, when to choose pops and how to make both work together in your campaigns.
Push vs Pop Traffic: What is It
Before we get into the numbers, let’s make sure we’re on the same page about what each format is.
- Push ads
These are the classic notification-style ads delivered straight to a user’s device. They look like messages on mobile or desktop, with an icon, title and short text. Because users actively click them, push traffic usually brings more engaged leads. CTR is higher. - Pop ads
Pops (also called popunders) appear when a user opens a new browser tab or window with your landing page. The user doesn’t have to click first — the ad loads automatically. Pops give you massive traffic volume for very low cost, making them great for fast testing and scaling. CTR doesn’t really apply here in the same way as push, since every impression is already a site visit.
Why affiliates use them:
- Both are easy to launch and scale.
- Push = intent and quality.
- Pop = volume and cheap clicks.
- Together they cover almost every type of offer — from dating and gambling to utilities and finance.
So push or pop ads — which one is better? The answer is: it depends on what kind of traffic you’re after and what you want users to do. Logic is quick: If your goal is quality over quantity, start with push. If your goal is volume at low cost, pops are the go-to.
Most affiliates actually combine both: run pops for scale and data, then use push to retarget or bring in higher-quality deposits and sales. To really see the difference, let’s put push vs pop traffic side by side.
| Factor | Push Ads | Pop Ads |
| Average Cost (CPM/CPC) | $0.01–$0.05 CPC | Super low CPM, sometimes $0.001–$0.01 per visit |
| CTR | Strong (1–3% depending on geo/creative) | Not really relevant, every impression = a visit |
| Conversion Quality | More engaged users, higher intent | Depends heavily on pre-landing/landing & funnel |
| Traffic Volume | Steady, but limited by subscriber base | Huge scale, fast volume in almost any geo |
| Targeting Options | Advanced (geo, OS, browser, carrier, interests) | More basic (geo, device, frequency) |
| Best Device | Mobile-first, but works on desktop too | Both, desktop often cheaper |
| Top Verticals | Dating, gambling, finance, nutra | Sweepstakes, utilities, gambling, apps |
| ROI Potential | Higher ROI with proper optimization | Lower cost per lead, faster testing cycles |
Why FatAds Is Perfect for Push vs Pop Testing
Before we dive into the push vs pop ads performance breakdown, let’s take a quick look at what makes FatAds ad network stand out.
There’s already a FatAds review on Mobidea Academy — if you haven’t read it yet, check it out for the full overview of features and service levels. Here we’ll keep it short and focus on what matters most for affiliates comparing push and pop traffic.
- Two formats, one focus: FatAds doesn’t spread thin. The network is built only around push and pop ads, so all the traffic, optimization tools and support are tailored for these formats.
- Top verticals supported: Gambling, Betting, VPN, Software & Utilities, Finance, Sweepstakes, Dating, Online Games. These verticals perform well on both push and pops, with different strengths depending on your funnel.
- Built by affiliates, for affiliates: The team behind FatAds are media buyers themselves, so targeting options, campaign setup and reporting are optimized for performance marketing.
Also, on the FatAds website you can see live CPC (for push) and CPM (for pop) rates for over 220 geos.
That means you know the traffic costs upfront, whether you’re buying clicks in Argentina or impressions in Albania. With that in mind, let’s break down how push vs pop ads perform on FatAds and which format works better depending on your campaign goals.
Push vs. Pop Ads Comparison on FatAds: Which Format Works Best for Your Vertical?
So, push ads vs pop ads – which format actually performs better on FatAds? The answer depends on your vertical and your campaign goals.
When Push Ads Win
- High-intent traffic: Since users click on a notification, every visit is pre-qualified.
- Fresh leads: Constant subscriber updates mean you always reach new users.
- Best fit: Software, gambling, betting, gaming, finance.
- Costs: CPC starts at $0.0035, so you can test while still getting good CTR (1–3%)
When Pop Ads Win
- Massive reach: Pops bring traffic instantly, perfect for GEO testing.
- Low cost per visit: CPM starts from $0.6, so you can buy thousands of impressions at scale.
- Simple setup: Just a landing page.
- Best fit: Sweepstakes, gambling, dating, crypto.
How Affiliates Decide
- If your vertical needs quality leads and deposits, go with push ads.
- If you want fast traffic at the lowest cost, start with pops.
- On FatAds, the smartest strategy is to test both: run pops for data and reach, then
The winner depends on your vertical, but FatAds gives you both at competitive rates.
Mobile vs Desktop: How Targeting Impacts Performance on FatAds
On FatAds, both mobile and desktop traffic are available for push and pop campaigns, but performance can vary a lot depending on the format and geo.
Push Ads
- Mobile push is king. Most subscribers are mobile users, which means higher CTR and more conversions, especially for verticals like dating, gambling, and gaming.
- Desktop push works best in Tier-1 geos (US, UK, DE) where users spend more time on computers and trust notifications for finance and software offers.
- Costs: mobile CPCs start from just $0.003–$0.004 in Tier-2/3 markets, while desktop clicks are usually a bit higher but often deliver stronger leads.
Pop Ads
- Mobile pops can generate massive volume, but user intent is often lower — landing pages must be sharp and fast-loading to keep conversions.
- Desktop pops are usually cheaper and allow aggressive scaling. They’re especially effective in utilities, VPN, sweepstakes, and crypto verticals.
- Costs: CPM starts from $0.6, with many geos under $2 on average, making desktop pops one of the cheapest ways to test campaigns.
Final Thoughts
So, push ads vs pop ads — which is better? On FatAds, the real answer is: it depends on your vertical and your goals.
The best affiliates don’t choose one or the other. They test both formats side by side on FatAds, compare CPM and CPC in different geos, and then scale the format that brings the most profit.
👉 In short: Push = quality. Pop = quantity. FatAds = the place where you can run both at scale, with transparent geo stats and real performance data.
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