Rich Media expanding time
For Rich Media Expanding creatives, the average amount of time, in seconds, that each expanded creative was displayed in its expanded state, calculated as:
Rich Media Total Expansion Time ÷ Rich Media Total Expansions
Only one expansion is counted per impression. If a user expands a creative, closes it, and expands it again, the expansion time is cumulative.
Once the creative has been displayed for more than 20 minutes, no further expanding time is counted.
See also Rich media expansions.