Crossword Genius

The ad modified, being very unpopular (5)

Ross

I believe the answer is:

hated

'very unpopular' is the definition.
(someone hated is very unpopular)

'the ad modified' is the wordplay.
'modified' is an anagram indicator.
'the'+'ad'='thead'
'thead' anagrammed gives 'HATED'.

'being' acts as a link.

(Other definitions for hated that I've seen before include "Despised" , "Abhorred" , "Unpopular" , "was unable to stand" , "couldn't stand" .)

I've seen this clue in the Evening Standard.
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