Interstitial ads are full screen android application
ads that cover the complete interface of their host application. They're
typically displayed at natural transition points in the flow of an application,
such, as between activities or during the pause between levels in a game. When
an app popup an interstitial ad, the user has the choice to either tap on the
ad and continue to its hosted place, or close it and return to the application.
The direct call to action and larger size combine to make interstitials a
particularly effective form of mobile advertisement.
Google was planning to add interstitial ads
as a negative ranking factor in an upcoming mobile friendly algorithm, but it
appears that the same will be coming to the regular search results too.
Content only after viewing of intermediate
impressions - so-called interstitials - visible are the future possibly
devalued by Google. This was announced by a Google employee with at the SMX
Advanced.
Interstitials are interruptions that are
displayed when certain pages. They are used, for example, by referring to
existing apps, for advertising purposes on a mobile-optimized site or even in
most cases. Users need to usually several seconds looking at a banner or a
video before they can advance to the really interesting content.
It is this practice could put a stop to
Google shortly. Already planned is the negative evaluation of interstitials for
the mobile ranking, but also desktop search could soon be affected. Google
employee Maile Ohye told that they would look after this issue and look at how
the interstitials would be used. "Interstitials are bad for users, so be
aware that we think about it.”, so their literal comment.

For website owners then the question will
arise whether the revenue that they generate through the interstitials, the
possible consequent loss outweigh ranking.

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