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It's been a delicate, nerve-racking dance for publishers to play the platform game, and it's even caused some rivalries to transform into alliances.When used in a smart way, pop-up forms can be a powerful tool for growing audiences, generating leads, and creating loyalty.

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If you have a Mail Chimp account, you can easily set up a pop-up form on your Rebel Mouse site by following these simple steps: This is where you'll choose the format of your pop-up form, as well as when it should be displayed to people who visit your site.

You can also add and style field labels, call-to-action buttons, and custom messaging.

Here's how: Entering 2018, it's easy for publishers to remain in defense mode as they brace for another year of battling the duopoly.

The growing space occupied by Facebook and Google continued to be a neverending ping pong battle in 2017, with Google eventually clinching the year by bringing more traffic to publishers than Facebook.

To help grow your subscriber list, the pop-up form is set to single opt-in by default.