&quot;...The transition from an Internet of websites to an Internet of mobile apps&quot;.  This is the problem.  When we visit a website on a mobile device, we <i>don&#x27;t want</i> a pop up for a mobile app - we just want to visit the site.  Most mobile sites are &quot;de-optimized&quot; and make it very difficult to navigate.  Huge banners and footers take up valuable screen space, and we get pop-ups so big the close button is offscreen.