App load or exit
Do not place interstitial ads on app load and when exiting apps as interstitials should only be placed in between pages of app content. Ads should not be placed in applications that are running in the background of the device or outside of the app environment. It should be clear to the user which application the ad is associated with or implemented on.
Repeated or recurring interstitials
Don't overwhelm users with interstitial ads. Repeated interstitial ads often lead to poor user experiences and accidental clicks.
Examples of non-compliant implementations include but are not limited to:
- Placing an interstitial ad after every user action, including but not limited to clicks, swipes, and so forth. You should place no more than one interstitial ad after every two user actions within your app. Please note that this requirement also applies when a user clicks the Back button within the app.
- Placing an interstitial ad immediately after another interstitial ad was shown to and closed by the user.
If you are implementing interstitial ads based on a time interval (for example, every 60 seconds), avoid using brief durations in between interstitial ads.
Ads should not be placed in a way that prevents viewing the app’s core content. Ads should not be placed in a way that interferes with navigating or interacting with the app’s core content and functionality.
Apps should not trigger an interstitial ad every time a user clicks within the app.
Interstitials that unexpectedly launch
Don't surprise users with interstitial ads. Placing interstitial ads so that they suddenly appear when a user is focused on a task at hand (for example, playing a game, filling out a form, reading content) may lead to accidental clicks and often creates a frustrating user experience. For this reason, interstitial ads should only be implemented at logical breaks in between your app's content (for example, pages, stages, or levels) to ensure that the user is prepared to engage with the ad.
A common issue is that even though you may intend for the ad to load in between page content, the ad itself appears shortly after a new page of content has loaded due to carrier latency. To prevent this from happening, we recommend you pre-load the interstitial in advance. To learn more about how to pre-load your interstitial ad, follow the Ad Exchange Interstitial Ad developer guidelines for apps developed for Android and iOS.