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the whole point of the article is that browsers should try to block popups that don't literally open a new window too. Although I doubt it's really feasible without doing it on a one-by-one basis like ad blockers

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Of course, I don't disagree with you. But OP tried to refute the fact in their parent comment that using adblock is generally better than relying on browser's pop-up blocking. However, adblock does no worse than pop-up blocking in the specific case of non-window pop-ups, making it irrelevant in the context.

And I agree that these types of ads remain a hard to solve problem today.

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