{"id":31465,"date":"2021-06-07T13:59:15","date_gmt":"2021-06-07T18:59:15","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=31465"},"modified":"2021-09-02T11:57:52","modified_gmt":"2021-09-02T16:57:52","slug":"desktop-interstitial-ads","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/desktop-interstitial-ads\/","title":{"rendered":"Desktop Interstitial Ads Are Live: Should You Enable Them?"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Ad Settings<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Desktop Interstitial Ads Are Live: Should You Enable Them?<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Eric Hochberger<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2021-06-07T13:59:15-05:00\">June 7, 2021<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\n<p>As you know, Mediavine recently brought back the <a href=\"https:\/\/www.mediavine.com\/mobile-interstitial-2-0\/\">mobile interstitial<\/a> for a second act after its unspectacular debut a few years ago.  <\/p>\n\n\n\n<p>Now, as promised, we&#8217;ve launched its desktop counterpart in all its glory (and scary user experiences, which we&#8217;ll touch on shortly).<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-new-desktop-interstitial\">The New Desktop Interstitial<\/h2>\n\n\n\n<p>Like the mobile interstitial, but for desktop devices, this is a <strong>full-screen display ad<\/strong> that takes over the screen between pageviews.<\/p>\n\n\n\n<p>Why would anyone throw a full-screen ad in front of their audience? <\/p>\n\n\n\n<p>As <a href=\"https:\/\/www.mediavine.com\/ad-management\/\">Mediavine Ad Management<\/a> clients know, they pay very well. <\/p>\n\n\n\n<p>You can&#8217;t get much more viewable or engaging than a full-screen ad unit. By definition, interstitial ads are highly viewable and see terrific user engagement. Advertisers know it and will pay top dollar for these units.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-desktop-interstitials-by-google-how-they-work\">Desktop Interstitials by Google: How They Work <\/h2>\n\n\n\n<p>Crazy as it seems to those of us who can remember when interstitials were anathema to Google, they are now a viable option. <\/p>\n\n\n\n<p>Some of you may remember that we retired interstitials the first time due to Google&#8217;s <a rel=\"noreferrer noopener\" href=\"https:\/\/webmasters.googleblog.com\/2016\/08\/helping-users-easily-access-content-on.html\" target=\"_blank\">mobile content accessibility signal<\/a>. <\/p>\n\n\n\n<p>Now in 2021 they&#8217;re back and conforming to Google Search and <a href=\"https:\/\/www.mediavine.com\/coalition-better-ads-guide-mediavine-publishers\/\">Coalition for Better Ads<\/a> standards. How do we know? <\/p>\n\n\n\n<p>As we told you last year, during the Google Mobile Web Interstitial beta, Google Ad Manager renders the unit to \u201c<a href=\"https:\/\/support.google.com\/admanager\/answer\/9840201\" target=\"_blank\" rel=\"noreferrer noopener\">match Google Search standards<\/a>.\u201d<\/p>\n\n\n\n<p><strong>Long story short: Because the new mobile (and now desktop) interstitials run <em>between<\/em> pageviews, not when a user first arrives, they won&#8217;t hurt your search results.<\/strong><\/p>\n\n\n\n<p>Like the mobile version, these desktop interstitial units will appear only after the second click, with Mediavine running its ad auction alongside <a href=\"https:\/\/www.mediavine.com\/what-is-an-ad-exchange\/\">Google Ad Exchange<\/a> and Google Ad Manager rendering the creative.<\/p>\n\n\n\n<p>From an <a href=\"https:\/\/www.mediavine.com\/seo-guide-linking\/\">SEO<\/a> standpoint, you are good to go.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-do-desktop-interstitials-look-like\">What Do Desktop Interstitials Look Like?<\/h2>\n\n\n\n<p>As with the mobile interstitials, the ads can be closed immediately, with no countdown or set time that you have to wait out.<\/p>\n\n\n\n<p>As soon as a reader clicks a link to advance to the second pageview, ads are instantly ready to be shown.<\/p>\n\n\n\n<p>They also have a consistent and easy-to-find close button. Hard-to-find close buttons defeat the point of even having a close button.<\/p>\n\n\n\n<p>You can see a sample one running here:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"788\" height=\"525\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2021\/06\/Desktop-Interstitials-03.gif\" alt=\"\" class=\"wp-image-31491\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-much-do-desktop-interstitials-earn\">How Much Do Desktop Interstitials Earn?<\/h2>\n\n\n\n<p>As we mentioned above, the reason interstitials exist is because they produce high <a href=\"https:\/\/www.mediavine.com\/ad-viewability-the-why-and-how-to-make-your-ads-more-viewable\/\">viewability<\/a> and click-through rates (CTRs) that drive revenue accordingly.<\/p>\n\n\n\n<p>We&#8217;ve seen a 9.18% increase in desktop RPM from running these interstitials during initial testing \u2014 potentially significant but not without caveats.<\/p>\n\n\n\n<p>Since these ads only run between pageviews and are frequency capped (so a given user can only see them a certain number of times), not everyone will see them.<\/p>\n\n\n\n<p>A desktop user will only see an interstitial upon clicking on an <a href=\"https:\/\/www.mediavine.com\/external-links\/\">external<\/a> or <a href=\"https:\/\/www.mediavine.com\/internal-links-pagerank-and-simple-seo-you-can-control\/\">internal link<\/a> on your site, not when they first arrive or scroll around.<\/p>\n\n\n\n<p>Also worth remembering: As with any site <a href=\"http:\/\/mediavine.com\/apply\/\">joining Mediavine<\/a>, or any new ad unit we enable, there is a ramp up period or learning curve for advertisers.<\/p>\n\n\n\n<p>Optimal performance takes time, in other words.<\/p>\n\n\n\n<p>Furthermore, with very few exceptions, how much desktop traffic a website actually has probably ranges from almost none to&#8230; not very much.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/how-do-i-improve-my-rpm\/\">Increasing your RPM<\/a> for those desktop users won&#8217;t make you much extra money if you only have 12 of them, and you&#8217;ll diminish their user experience to boot.<\/p>\n\n\n\n<p>Which brings us to our final, most significant caveat:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-should-i-run-desktop-interstitials\">Should I Run Desktop Interstitials?<\/h2>\n\n\n\n<p>Honestly?<\/p>\n\n\n\n<p>To quote our attorney, &#8220;it depends.&#8221;<\/p>\n\n\n\n<p>This is ultimately your decision as a publisher. From a pure monetization standpoint, there may be an argument that it&#8217;s worth it. <\/p>\n\n\n\n<p>For those of you with desktop traffic, the potential of up to 9.18% RPM lift could be material. Of course, you&#8217;re selling your soul a bit for it.<\/p>\n\n\n\n<p>The user experience of these ads is&#8230; not the best. <\/p>\n\n\n\n<p>Of course, all ad solutions must strike a balance of user experience and revenue, and based on the publisher&#8217;s goals, this can be subjective.<\/p>\n\n\n\n<p>But the desktop interstitial UX is in its own league. <\/p>\n\n\n\n<p>Use caution before throwing up full-screen ads that your readers have to &#8220;X&#8221; out of. As a reader, you wouldn&#8217;t like that either.<\/p>\n\n\n\n<p>Passing the Coalition for Better Ads and Google Search standards doesn&#8217;t mean they should pass your personal standards.<\/p>\n\n\n\n<p>We wrote this article because it&#8217;s an option that&#8217;s available to you that we feel you should know about and so that you can understand the pros and cons of running these ads.<\/p>\n\n\n\n<p>Not because we necessarily think everyone should use it. <\/p>\n\n\n\n<p>Our recommendation is to think long and hard about whether it&#8217;s truly worthwhile.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-do-i-turn-them-on\">How Do I Turn Them On?<\/h2>\n\n\n\n<p>Should you choose to switch these on, desktop interstitials are available to all Mediavine publishers, via opt-in in the Dashboard. <\/p>\n\n\n\n<p>You can access them by logging in, going to <strong>Ad Settings &gt; Optional Ad Units<\/strong>.<\/p>\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/152dc08941c75895b80ffc4d0f79236a870658434ec66e25f227ffe962e70114?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/eric\/\" target=\"_self\">Eric Hochberger<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only is-content-justification-left is-layout-flex wp-container-outermost-social-sharing-is-layout-9d3a6402 wp-block-social-sharing-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--10)\"><li style=\"color: #000000; \" class=\"outermost-social-sharing-link outermost-social-sharing-link-linkedin has-base-black-color wp-block-outermost-social-sharing-link\">\n\t<a 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19.171109 7.8517969 20.000047 9.8581875 19.998047 11.992188 C 19.996047 16.396187 16.413812 19.978516 12.007812 19.978516 C 10.674812 19.977516 9.3544062 19.642812 8.1914062 19.007812 L 7.5175781 18.640625 L 6.7734375 18.816406 L 4.8046875 19.28125 L 5.2851562 17.496094 L 5.5019531 16.695312 L 5.0878906 15.976562 C 4.3898906 14.768562 4.0204844 13.387375 4.0214844 11.984375 C 4.0234844 7.582375 7.6067656 4 12.009766 4 z M 8.4765625 7.375 C 8.3095625 7.375 8.0395469 7.4375 7.8105469 7.6875 C 7.5815469 7.9365 6.9355469 8.5395781 6.9355469 9.7675781 C 6.9355469 10.995578 7.8300781 12.182609 7.9550781 12.349609 C 8.0790781 12.515609 9.68175 15.115234 12.21875 16.115234 C 14.32675 16.946234 14.754891 16.782234 15.212891 16.740234 C 15.670891 16.699234 16.690438 16.137687 16.898438 15.554688 C 17.106437 14.971687 17.106922 14.470187 17.044922 14.367188 C 16.982922 14.263188 16.816406 14.201172 16.566406 14.076172 C 16.317406 13.951172 15.090328 13.348625 14.861328 13.265625 C 14.632328 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tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" 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If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. 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For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03-320x213.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/12\/mediavine-optimized-ad-experience-blog-post-graphics-03-768x512.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Mediavine<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">The Future of Digital Advertising: Fewer Ads. 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And Mediavine\u2019s proprietary&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/future-of-digital-advertising\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about The Future of Digital Advertising: Fewer Ads. Bigger Returns\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 As you know, Mediavine recently brought back the mobile interstitial for a second act after its unspectacular debut a few years ago. Now, as promised, we&#8217;ve launched its desktop counterpart in all its glory (and scary user experiences, which we&#8217;ll touch on shortly). The New Desktop Interstitial Like the mobile interstitial,&#8230;<\/p>\n","protected":false},"author":5,"featured_media":31472,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[112,14],"tags":[],"audience_post":[],"class_list":["post-31465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-settings","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Desktop Interstitial Ads Are Live: Should You Enable Them? - Mediavine<\/title>\n<meta name=\"description\" content=\"Desktop interstitial ads are available in your Mediavine Dashboard. As with any new ad offering, the balance of UX and revenue is key! 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