When you cloak in pops or push notifications ads, you use landing page normally - no need to cloak anything. But you need to be compliant - use white hat landing page. When you cloak, then you use 2 landing pages:
1. first landing page is a nice white hat / compliant page that affiliate network and traffic source see
2. second page is a black hat page where you can put pretty much anything you want and it's visible only to your visitors. This page can have famous brand logos, can look like a government page, promoted by a celebrity etc. (Well, this is BLACKHAT

) Basically a page that would never be allowed by aff network or traffic source.
You need a cloaker (cloaking software) for this. I recommend trafficarmor.com (cheaper for push) or magicchecker.com (cheaper for pops).
The beauty of push or pop networks is that they're usually don't give a sh*t that you cloak - profit is what matters. Unlike super-restrictive Facebook or Google that destroys your SEO efforts once a while.