More than half of companies asked by CheckM8, an ad server and management technology firm, said they would need to upgrade their current ad system in order to come into compliance with the Interactive Advertising Bureau's suggested future pop up and rich media limitation guidelines. The study queried several dozen large publishers using seven different ad systems. 83 percent of respondents indicated they were compliant - or soon to be - with current standards for limiting pop-up frequency. Only about three quarters of publishers were able to come into compliance with their current ad servers' existing options.

When asked about suggested future guidelines that set different frequency rates for different time periods, fewer than half said they could comply, although presumably all could come into compliance by simply setting a broad and strict frequency capping, forgoing potential extra pop-up impressions.