How Publishers Should React to Google’s Interstitial Crackdown
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Publishers were thrown into a bit of a panic recently when Google announced they’d be penalizing websites that use “intrusive interstitials” (aka pop-ups & lightboxes) on mobile. The reason for the panic is that interstitials are widely used among publishers for various purposes, including:
- Advertising: This is the main target of the Google crackdown — ad experiences that prevent users from reaching their intended content on mobile.
- Ad blocking: Several prominent publishers are relying on the IAB-recommended
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