Nobody is saying that they love pop-up ads, but they may hate the format less, according to a new study from Dynamic Logic.

In 2003, Dynamic Logic queried users on pop-up ads and other formats that obstruct content. Dynamic Logic found that 33 percent of those surveyed disapproved of the ads, saying that they were "never appropriate."

But that same question asked in 2008 yielded a radically different response, with only 11 percent of users reporting that they disapproved of pop-ups.

While it's hard to say what changed -- it could be better ads, evolving user perceptions, or both -- the news does seem to leave a slight opening for advertisers.

"Consumers aren't saying they're completely opening up arms to this format," Michelle Eule, the managing director of Dynamic Logic, told The New York Times, "but they've become more accepting."