Interstitial ads are one of the highest-CPM ad formats available to publishers — but they're also one of the most misunderstood. When implemented correctly, they can significantly boost revenue without harming user experience. When done wrong, they can tank your SEO and drive users away.
This complete guide covers everything publishers need to know about interstitial ads.
What Are Interstitial Ads?
Interstitial ads are full-screen advertisements that cover the interface of their host app or website. They appear at natural transition points — between pages, between game levels, or during content loading — and typically require user interaction (clicking through or waiting for a timer) before the underlying content is accessible.
Types of Interstitial Ads
Display Interstitials
Static or animated image ads that cover the full screen. Common on mobile apps and some websites. Usually include a close button after 3-5 seconds.
Video Interstitials
Full-screen video ads, typically 15-30 seconds. Command the highest CPMs of any interstitial format. Can be skippable or non-skippable.
Rich Media Interstitials
Interactive full-screen ads with animations, games, or other engaging elements. Higher engagement rates but more complex to implement.
Playable Ads
A type of rich media interstitial where users can interact with a mini-game or app demo. Extremely popular in mobile gaming.
Interstitial Ad Sizes
| Format | Size | Platform | Avg CPM |
|---|---|---|---|
| Mobile Interstitial | 320×480 / 480×320 | Mobile Web & App | $3–$8 |
| Tablet Interstitial | 768×1024 / 1024×768 | Tablet | $4–$10 |
| Desktop Interstitial | 800×600 / 1024×768 | Desktop Web | $2–$6 |
| Video Interstitial | Full screen | All platforms | $8–$25 |
Google's Interstitial Policy
Google has strict policies around interstitial ads, particularly on mobile. Since 2017, Google penalizes pages that show intrusive interstitials that make content less accessible. Specifically, Google penalizes:
- Interstitials that appear immediately after a user navigates from search results
- Standalone interstitials that must be dismissed before accessing content
- Layouts where the above-the-fold portion looks like an interstitial
What's allowed: Interstitials for legal obligations (cookie consent, age verification), login dialogs, and banners that use a reasonable amount of screen space.
⚠️ Important: Always check Google's latest interstitial policies before implementing. Violations can result in ranking penalties that far outweigh any revenue gained.
Best Practices for Interstitial Ads
- Show at natural transition points — Between articles, after completing an action, or during loading screens
- Always include a clear close button — Visible within 5 seconds maximum
- Don't show too frequently — Once per session or once per 3-5 page views maximum
- Test on mobile — Most interstitial issues occur on mobile devices
- Monitor bounce rate — If bounce rate increases after implementing interstitials, reduce frequency
- Use frequency capping — Prevent the same user from seeing the same interstitial repeatedly
Interstitials in Pubixa's AdSuite
Pubixa's AdSuite includes the InterAd format — a carefully designed interstitial that appears at natural content transition points. It's built to maximize revenue while maintaining compliance with Google's policies and a positive user experience.