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Implementation guidance

Disallowed interstitial implementations

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.

Disallowed example: User launches app

The Ad Mob interface showing a disallowed interstitial.



Example of app on app load.

Disallowed example: User exits app

The Ad Mob interface showing a disallowed interstitial.



Example of app on app load.

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, etc. 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.
Disallowed example: Recurring interstitials

Apps should not trigger an interstitial ad every time a user clicks within the app. 

Example of recurring interstitial ads.

Disallowed example: Interstitials that impact navigation

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.

Example of impacted navigation.

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 (e.g. 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 (e.g. 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, please follow the AdMob Interstitial Ad developer guidelines for apps developed for Android and iOS.

Disallowed example: Interstitial launches when opening app

The Ad Mob interface showing a disallowed interstitial.



Example of unexpected launch in interstitial ads.

Disallowed example: Interstitial launches after page load

Example of unexpected launch in interstitial ads.

Recommendation: How to fix a violation

Example of fix violation in an interstitial ad.

You can watch this video about interstitial ads launching unexpectedly and how to resolve it if you have received a policy violation.

Understand the Interstitials that launch unexpectedly policy & solve a violation

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