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Mobile ad experiences

The definitions below describe mobile ad experiences that research shows are likely to annoy your visitors. They should be avoided in order to retain your audience and reduce the likelihood that they'll install ad blockers.

We review all content on your site, regardless of whether or not it’s served from your domain. For example, content loaded into an iframe or video player on your site is considered to be part of your site.

When we review ad experiences, we make a determination based on an interpretation of the Better Ads Standards.

Pop-up Ad or Prestitial Ad

Pop-up ads appear on top of the main page after it has loaded, and block the viewing of content. Prestitial ads appear before the content of the page has loaded, can vary in size from full-screen to part of the screen, and prevent users from getting to the main content. Neither pop-ups nor prestitial ads are locked to be flush with any side of the screen.

Included in our interpretation:

  • Ads that appear only when a video is paused.
  • Ads that cover content images.
  • Image ads that appear over videos or games, including during the timeframe in which a pre-roll video ad might normally appear.


  • For interactive content (videos or games): Pop-ups that are in the lower half of the player and take up a quarter or less of the player’s vertical height are not considered to be part of this ad experience.
Ad Density Higher than 30%

When ads on a mobile page take up more than 30% of the vertical height of the main content portion of the page, the result is a disruptive ad experience, regardless of whether these ads are text, video, or static images. This includes “sticky” ads and in-line ads.

The Better Ads Standard does not include video ads that appear before (“pre-roll”) or during (“mid-roll”) video content that is relevant to the content of the page itself.

Included in our interpretation:

  • The density calculation applies to the fully expanded article or content of a page.
  • The content portion of the page excludes site headers, footers, and any content recommendations (e.g., “related articles” sections).
  • Ads include either external content recommendations or mixed (i.e.,  internal and external) content recommendations. If a module links to a page on your own site, and the presence of the link is not paid for, then it is not included in the ad density calculation.
Flashing Animated Ad

Flashing animated ads animate and “flash” with rapidly changing background and colors.

The Better Ads Standard does not include animations that do not “flash.” 

Autoplaying Video Ad with Sound

Auto-playing video ads with sound automatically play with sound, without any user interaction. 

The Better Ads Standard does not include video ads that appear before (“pre-roll”) or during (“mid-roll”) video content that is relevant to the content of the page itself, nor ads that require the user to interact with the video to activate sound.  

Postitial Ad with Countdown

Postitial ads with countdown timers appear after the user follows a link. These ads force the user to wait a number of seconds before they can dismiss the ad, or for the ad to close or redirect them to another page. 

Postitial ads with countdowns that can be dismissed immediately are not included in the Better Ads Standard.  

Full Screen Scrollover Ad

Full screen scrollover ads force a user to scroll through an ad at a different rate than the underlying content. These ads take up more than 30% of the page and float on top of the page’s main content, obstructing it from view.

Large Sticky Ad

Large sticky ads stick to a side of a mobile page, regardless of a user’s efforts to scroll. As the user browses the page, this static, immobile sticky ad takes up more than 30% of the screen's real estate.

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