I-Street: Michael Sands CMO at Orbitz

Pop-unders are a great example of not trying to do what everyone else is doing but seize new opportunities. We were the first mover in the pop-unders in the travel space. It's interesting to see that every one of our competitors has now followed us," said Sands.

"The reality is they work really well. We get one complaint for every 3,500 to 4,000 sales we do. That's a pretty good ratio. And I ultimately believe that consumers vote with their pocket books. We're getting a lot of sales from these pop-unders and ultimately we're being successful, I think."