In an effort to provide easier access for mobile users to webpage content, Google announced it will start lowering the rankings of websites with "intrusive interstitials" starting on January 10, 2017. As Search Engine Land reports, this includes popups that cover content immediately as a user navigates to a page.

This isn't Google's first attack on Interstitials. Back in November, Google started penalizing websites with app interstitials.

There are some types of interstitials that Google will not take action against including ones for legal purposes (such as age verification), login boxes and smaller banners.

While advertisers will need to find new ways to collect information or lead a user to a task, users will hopefully be able to benefit from a better mobile experience.

What is your take on this warning? Does it affect your advertising strategy?