Programmatic: What if the best way to save the OpenWeb was... the Mobile Interstitial ? 📱

Several years ago, media traders could easily buy mobile interstitial ads (320x480) on mWeb.

The advantage of this format?

Fullscreen, making it highly immersive for brands, capable of hosting both Display and Video, and often featuring a 5-second skip button. → Excellent engagement rate and Attention score via measurement partners like xpln.ai or Adelaide.

And then one day, in 2017, Google decided that this format was "too intrusive" for users... (by joining the "Coalition for Better Ads" program) and decided to penalize publishers using this format in its SEO rankings 😱

Ironic, isn't it? Especially when you consider that on YouTube (owned by Google), the most purchased format is the preroll, very often displayed in fullscreen. Moral of the story: "Do as I say, not as I do." 😉

Since that day, mobile interstitials are almost exclusively used in-app, an environment where targeting is more complicated and tracking works less effectively. mWeb publishers must therefore settle for standard IAB banners, which offer a poorer advertising experience for brands 😞

But in 2025, the context has become very complicated for publishers:
✦ 74% of french advertising revenue is captured by Google, Meta & Social Networks (RS), and Amazon Ads (source: SRI LES REGIES INTERNET) 💸💸 ✦ Google's latest update highlights its AI Overviews results, sharply reducing the organic traffic of publishers (source: Similarweb) 📉

💡 Perhaps it's time for publishers to take a stand and restart selling 5-second skippable mobile interstitials on mWeb for users who access their content for free.

The advantages are numerous:

➡️ Immersive format, generating attention.
➡️ A fair balance between user experience and brand experience.
➡️ A concrete solution to fund freely accessible content.

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At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the least competent: we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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