An interstitial ad (or a full-screen ad) is a type of ad that mostly covers the
screen. Thus publisher contents don't appear on the screen when an interstitial
ad is shown.
You can identify an interstitial ad opportunity in the bid request by verifying
that the Google protocol's BidRequest.mobile.is_interstitial_request field is
set to true. For OpenRTB, the BidRequest.imp.instl field is set to true
in Protobuf or 1 in JSON.
Ad slot size
Ad slot size for interstitial ads indicates the area that can be used to render
creatives and depends on several factors such as specific formats and screen
dimensions.
The first pair of the ad slot width and height (BidRequest.adslot.width and
BidRequest.adslot.height fields in Google RTB, or
BidRequest.imp.banner.format field in OpenRTB) represents the ad slot
size, and the remaining width and height represent a list of recommended ad
sizes.
Creatives aren't restricted to the recommended sizes in the bid request, but all recommended sizes in the bid request are guaranteed to be within the acceptable size range.
You can bid with any creative whose width and height meet the following criteria:
- Less than or equal to the ad slot width and height
- Greater than or equal to 50% of the ad slot width
- Greater than or equal to 40% of the ad slot height
If the ad size is too big or too small, the bid response is filtered with the
rejection reason INTERSTITIAL_SIZE_MISMATCH.
If you don't specify the ad size in the bid response, the response is filtered
with the rejection reason MISSING_AD_SIZE.
Sample bid requests
Here are some sample bid requests for interstitial ads.
Show sample
id: "p\340\224\364\251I\301\221\357\302\363\311\326\321\311\203\0325iY\036$\363"
ip: "\300\250"
user_agent: "Mozilla/5.0 (Linux; Android 9; vivo 1906 Build/PKQ1.190616.001; wv) AppleWebKit/537.36 (KHTML, like Gecko) Version/4.0 Chrome/74.0.3729.136 Mobile Safari/537.36 (Mobile; afma-sdk-a-v223616029.223616029.0)"
url: "https://www.google.com"
detected_language: "en"
adslot {
id: 1
width: 344
width: 320
height: 566
height: 480
excluded_attribute: 17
excluded_attribute: 70
allowed_vendor_type: 342
allowed_vendor_type: 767
matching_ad_data {
billing_id: 70362152071
billing_id: 21403803968
minimum_cpm_micros: 10000
}
matching_ad_data {
billing_id: 47992615927
minimum_cpm_micros: 40000
}
slot_visibility: ABOVE_THE_FOLD
ad_block_key: 2015797598
publisher_settings_list_id: 9769388807110493568
excluded_creatives {
buyer_creative_id: "EXCLUDED_BUYER_CREATIVE_ID"
}
excluded_creatives {
buyer_creative_id: "EXCLUDED_BUYER_CREATIVE_ID"
}
viewability: 75
click_through_rate: 0.008278628
renderer: GOOGLE
allowed_ad_types: ALLOWED_AD_TYPE_BANNER
is_amp_page: DIALECT_HTML
amp_ad_requirement_type: AMP_AD_NOT_ALLOWED
session_depth: 1
api: MRAID_1
api: MRAID_2
creative_enforcement_settings {
policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY
publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES
}
auction_environment: SERVER_SIDE_AUCTION
impression_expiration_seconds: 14400
}
is_test: false
cookie_version: 1
google_user_id: "4693b7L1N462wk3063e5A0lFRR6"
mobile {
app_id: "com.google.testapp"
is_app: true
is_interstitial_request: true
encrypted_advertising_id: "j\313B\254\024\213\261B\253\363\227\262\336\246\357\267C\005R)\370\020&\357\314\232\025\245w\253g\214\r\242R\363"
app_name: "Test App"
app_rating: 4.232468
advertising_id: "\253\0133f\310\301W\312\251\241ws\370\016ab"
is_app_open_ad: true
}
cookie_age_seconds: 31104000
geo_criteria_id: 1007768
seller_network_id: 1
publisher_settings_list_id: 4929293432301356848
publisher_type: PUBLISHER_OWNED_AND_OPERATED
partner_id: 5835779567832270445
device {
device_type: HIGHEND_PHONE
platform: "android"
brand: "vivo"
model: "1906"
os_version {
major: 9
}
carrier_id: 70210
screen_width: 344
screen_height: 566
screen_pixel_ratio_millis: 2000
screen_orientation: PORTRAIT
limit_ad_tracking: false
}
publisher_country: "IN"
publisher_id: "pub-1111111111111111"
response_deadline_ms: 1000
google_query_id: "ANy-z9QuEQ-Z3o2P79uIqUl3J6j3i708170JO6N7o7b4QN8388crqu6J3jnF9lScdX9hDIL6"
auction_type: FIRST_PRICE
geo {
lat: 12.97
lon: 77.59
country: "IND"
region: "IN-KA"
city: "Bangalore"
accuracy: 25585
}
user_agent_data {
platform {
brand: "Android"
version: "9"
}
mobile: true
model: "vivo 1906"
browsers {
brand: "Mozilla"
version: "5"
version: "0"
}
browsers {
brand: "AppleWebKit"
version: "537"
version: "36"
}
}
supply_chain {
complete: true
nodes {
advertising_system_identifier: "google.com"
seller_identifier: "pub-1111111111111111"
handles_payment: true
}
version: "1.0"
}
frequency_capping_scope: FREQUENCY_CAPPING_SCOPE_DEVICE
privacy_treatments {
allow_user_data_collection: true
}
inventory_partner_domain: "OMITTED"
OpenRTB JSON
Show sample
{
"id": "jQoM5h247369CR720E8pX7",
"imp": [
{
"id": "1",
"banner": {
"w": 414,
"h": 816,
"pos": 1,
"api": [
3,
5
],
"format": [
{
"w": 414,
"h": 816
},
{
"w": 414,
"h": 736
}
]
},
"displaymanager": "GOOGLE",
"instl": 1,
"tagid": "2429833703",
"bidfloor": 0.01,
"bidfloorcur": "USD",
"secure": 1,
"exp": 3600,
"metric": [
{
"type": "click_through_rate",
"value": 0.06219178065657616,
"vendor": "EXCHANGE"
},
{
"type": "viewability",
"value": 0.93,
"vendor": "EXCHANGE"
}
],
"ext": {
"billing_id": [
42824952399
],
"publisher_settings_list_id": [
1718616986721376572,
3393897066214924933
],
"allowed_vendor_type": [
474,
828
],
"ampad": 2,
"excluded_creatives": [
{
"buyer_creative_id": "EXCLUDED_BUYER_CREATIVE_ID"
},
{
"buyer_creative_id": "EXCLUDED_BUYER_CREATIVE_ID"
}
],
"skadn": {
"sourceapp": "240782188",
"skadnetids": [
"QyYKoxm0",
"1hTUJW9s"
],
"versions": [
"2.0",
"2.1"
],
"fidelities": [
1,
0
]
},
"creative_enforcement_settings": {
"policy_enforcement": 2,
"publisher_blocks_enforcement": 1
},
"auction_environment": 0
}
}
],
"app": {
"name": "Test App",
"bundle": "240782188",
"publisher": {
"id": "pub-3015069731015948",
"ext": {
"country": "IN"
}
},
"content": {
"url": "https://www.google.com",
"livestream": 0,
"language": "ar"
},
"storeurl": "https://www.google.com",
"ext": {
"inventorypartnerdomain": "OMITTED"
}
},
"device": {
"ua": "Mozilla/5.0 (iPhone; CPU iPhone OS 15_4_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148",
"geo": {
"lat": 0.0,
"lon": 0.0,
"country": "SAU",
"region": "SA-01",
"city": "Riyadh",
"type": 2,
"accuracy": 51325
},
"ipv6": "2a02:9b0::",
"carrier": "71681",
"make": "apple",
"model": "iphone",
"os": "iOS",
"osv": "15.4.4",
"devicetype": 4,
"lmt": 1,
"hwv": "11",
"w": 414,
"h": 896,
"pxratio": 2,
"sua": {
"browsers": [
{
"brand": "Mozilla",
"version": [
"5",
"0"
]
},
{
"brand": "AppleWebKit",
"version": [
"605",
"1"
]
}
],
"platform": {
"brand": "iPhone",
"version": [
"15",
"4"
]
},
"mobile": 1,
"bitness": "64",
"model": "iPhone",
"source": 3
},
"ext": {
"user_agent_data": {
"platform": {
"brand": "iPhone",
"version": [
"15",
"4"
]
},
"mobile": 1,
"model": "iPhone",
"browsers": [
{
"brand": "Mozilla",
"version": [
"5",
"0"
]
},
{
"brand": "AppleWebKit",
"version": [
"605",
"1"
]
}
],
"bitness": "64"
},
"atts": 2
}
},
"at": 1,
"tmax": 1000,
"cur": [
"USD"
],
"bcat": [
"IAB23",
"IAB23-8"
],
"source": {
"ext": {
"omidpn": "Google",
"omidpv": "afma-sdk-i-v9.11.0",
"schain": {
"complete": 1,
"nodes": [
{
"asi": "google.com",
"sid": "pub-2179124855984389",
"hp": 1
}
],
"ver": "1.0"
}
}
},
"ext": {
"google_query_id": "ANy-z3yuYe-1zH42iRs4q13HL3qubj73w89q7m7u4294c9HO3O9p337394C1o49qslN10Azf",
"fcap_scope": 4,
"privacy_treatments": {
"non_personalized_ads_reason": [
3
],
"allow_user_data_collection": 0
}
}
}
OpenRTB Protobuf
Show sample
id: "4o7h7Q4d4g7j5AE3V5P50P"
imp {
id: "1"
banner {
w: 360
h: 640
pos: ABOVE_THE_FOLD
api: MRAID_1
api: MRAID_2
format {
w: 360
h: 640
}
format {
w: 360
h: 604
}
}
displaymanager: "GOOGLE"
instl: true
tagid: "8739319040"
bidfloor: 0.01
bidfloorcur: "USD"
secure: true
exp: 3600
metric {
type: "click_through_rate"
value: 0.027179887518286705
vendor: "EXCHANGE"
}
metric {
type: "viewability"
value: 0.55
vendor: "EXCHANGE"
}
[com.google.doubleclick.imp] {
billing_id: 43834715105
billing_id: 50168315928
publisher_settings_list_id: 9560899702685587079
publisher_settings_list_id: 2918911787042761476
allowed_vendor_type: 237
allowed_vendor_type: 445
ampad: AMP_AD_NOT_ALLOWED
excluded_creatives {
buyer_creative_id: "EXCLUDED_BUYER_CREATIVE_ID"
}
excluded_creatives {
buyer_creative_id: "EXCLUDED_BUYER_CREATIVE_ID"
}
creative_enforcement_settings {
policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY
publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES
}
auction_environment: SERVER_SIDE_AUCTION
}
}
app {
name: "Test App"
bundle: "com.google.testapp"
publisher {
id: "pub-5553540914412173"
[com.google.doubleclick.publisher] {
country: "NG"
}
}
content {
url: "https://www.google.com"
userrating: "4.3"
livestream: false
language: "id"
}
storeurl: "https://www.google.com"
[com.google.doubleclick.app] {
inventorypartnerdomain: "OMITTED"
}
}
device {
ua: "Mozilla/5.0 (Linux; Android 6.0.1; SM-G532G Build/MMB29T; wv) AppleWebKit/537.36 (KHTML, like Gecko) Version/4.0 Chrome/55.0.2883.91 Mobile Safari/537.36 (Mobile; afma-sdk-a-v223616016.223616016.0)"
ip: "192.168.1.0"
geo {
lat: 0.0
lon: 0.0
country: "USA"
region: "NY"
metro: "501"
city: "New York"
type: IP
accuracy: 6201
}
carrier: "70089"
make: "samsung"
model: "sm-g532g"
os: "android"
osv: "6.0.0"
devicetype: HIGHEND_PHONE
ifa: "b\'aq\\xd9*\\x12\\xcd\\xae\\x0f\\x01\\x18b\\x8a|\\x95*\\x06\'"
lmt: false
w: 360
h: 640
pxratio: 1.5
sua {
platform {
brand: "Mobile Safari"
version: "5"
version: "0"
}
}
}
user {
id: "47fm86fQX97m1CfUPjMu7oJ5go8"
}
at: FIRST_PRICE
tmax: 1000
cur: "USD"
source {
[com.google.doubleclick.source] {
omidpn: "Google"
omidpv: "afma-sdk-a-v224400999.223104000.1"
schain {
complete: 1
nodes {
asi: "google.com"
sid: "pub-5640609611628446"
hp: 1
}
ver: "1.0"
}
}
}
[com.google.doubleclick.bid_request] {
google_query_id: "ANy-z68ELw-u700Du3Sv503Q08SMcMjR07THKNnl0ylqF72357ZD1N67Pw9R82TO6expd062"
fcap_scope: FREQUENCY_CAPPING_SCOPE_DEVICE
privacy_treatments {
allow_user_data_collection: true
}
}
Best practices
Google recommends the following best practices:
Include formatting attributes in your HTML creative snippets to center ads within the ad slot. Otherwise, ads render on the top left of the ad slot.
Respond with an interstitial ad that takes up as much space as possible within the ad slot. Don't fill an interstitial ad slot with a much smaller ad. For example, a 320x480 ad is too small for a 420x800 interstitial slot.
Don't add any close button:
- Our SDK automatically shows a close button (where applicable) to ensure that users can click the button.
- MRAID
useCustomClose()is not supported.
Use the recommended sizes from the bid request to choose acceptable ad sizes for your bid response.
See the
screen_orientationsignal to choose creatives with the appropriate orientation.- We recommend having vertical and horizontal creatives so you can bid with
the appropriate orientation based on the
screen_orientationsignal.
- We recommend having vertical and horizontal creatives so you can bid with
the appropriate orientation based on the
Sizeless (fluid) interstitials
Sizeless interstitials (also known as responsive or fluid interstitials) dynamically resize to take up the entire ad slot width and height. Authorized Buyers doesn't resize creatives for you. You must supply a creative that dynamically resizes.
You only need to submit sizeless interstitials for review once, even though they can serve at multiple sizes. To ensure your creative isn't re-reviewed for each individual ad slot size, we recommend the following:
Bid response
Declare the
SIZELESS_ADX, attribute 105 from the creative attributes, in your bid response.Populate
BidResponse.Ad.widthandBidResponse.Ad.heightwith the size you want the creative to render based on (#ad-size)[ad size requirements], for example, 360x480 for a 360x480 ad slot. The creative might still serve at other sizes.
If you add the SIZELESS_ADX attribute to an existing creative, the creative
must be re-reviewed.
Creative pre-approval
- When submitting a creative for review,
include the
SIZELESS_ADXattribute in theattributefield. - Submit the creative using a size that you expect to serve, that is, a common size for interstitial creatives. The creative can still serve at other sizes.
- Each sizeless creative only counts against your creative limit once, even if it serves at multiple sizes.