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What are interstitial ads?
Interstitial ads are full-screen ads that appear on top of the existing app or website content, completely covering it. Users can dismiss or close these ads to return to the app or website page.
- In the case of non-video interstitial ads, the users can close the ad immediately.
- In the case of video interstitial ads, the close button ideally appears five seconds after the ad is shown.
Why are they popular among publishers?
- Since they cover the entire screen, they overcome ad viewability issues.
- Their higher viewability results in more impressions, engagement, and CTRs, therefore, more ad revenue for publishers.
- They do not place any limitations on the type of content; they support text as well as rich media.
- They are a reliable ad format for both mobile app and website publishers.
Shortcomings of interstitial ads
- Higher viewability may result in misclicks, which can mess with the analytics.
- Since they are pop-up ads and cover the entire screen, they impact the user experience.
- If not implemented correctly, they can result in penalties for Google policy violations.
- Because of their large size and complex elements like graphics and rich media, they have a slower load time.
An Ad impression is counted when a user sees an advertisement on an app or website. Impressions are measured in terms of CPM and eCPM, expanded as Cost Per Mille and Effective Cost Per Mille, where Mille represents a thousand impressions.
Advertising revenue is the earnings that digital domains like apps or websites make from in-app advertising or showing paid adverts to their audience.
A policy violation occurs when an ad violates Google’s terms and conditions related to ad serving.
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