Google Interstitial Ads Policy Update

Published by Jacopo Guanziroli on

Google recently informed publisher that certain interstitial behavior would be not accepted anymore.

From October 2022, the policy will be updated requiring publishers to deliver ad experiences in line with the Coalition for Better Ads’ Better Ads Standards.

Let’s see these Standards in detail for mobile apps:

Interruptive Interstitials / Video Interstitials
An interruptive interstitial ad is an ad that shows up when unexpected by users, typically after users have chosen to do something else.
Full screen interstitial image/video ads that appear during game play at the beginning of a level or during the beginning of a content segment are disruptive to users, as users expect to begin game play or engage in content and are surprised to see an ad appear.
Interstitials at the end of the game play or at the end of content segment, or after a score screen, or static interstitials when opening an app did not fall beneath the Better Ads Standard for Mobile Apps.
Non-skippable video interruptive interstitials
A non-skippable interruptive video interstitial ad is a full screen video ad that appears at an unexpected point in game play or the content segment when users have chosen to do something else or are already engaged in doing something else and cannot be skipped or dismissed.
Non-skippable video interstitials after the score screen did not fall beneath the Better Ads Standard for Mobile Apps.
Video interstitials when opening an app
A video interstitial when opening an app is a video ad that appears after the app icon is selected but before the splash screen.
Static interstitials that appear after the app icon is selected but before the splash screen did not fall beneath the Better Ads Standard for Mobile Apps.

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