In a short time, the situation got so bad that web browsers started deploying built-in pop-up blocking technology to improve web browsing for their users. Later that year, Microsoft made the news by enabling pop-up blocking by default in their popular Internet Explorer web browser. The pop-up ad developers have evolved to work around browser’s built-in pop-up blockers, but web browser developers haven’t been keeping up in the arms race. It’s time for web browser developers to give pop-up blocking another swing. The web is a two-way street, and web browsers get to choose how they display websites.