Lei Sun says, “Google has spoken — and an important part of the mobile web will never be the same. At least that’s the theory, and certainly the search giant’s intention.

Google sees app install interstitials — those big ads that pop up suddenly on the mobile web and monopolize all of your mobile device screen to prompt you to download an app, rather than let you keep surfing — as too annoying to users. On November 2, the company therefore put in place a new policy to discourage the ads.

According to this policy, Google has since penalized mobile websites that use such interstitials by declaring these websites mobile-unfriendly. According to Google’s more detailed blog post about the policy from September:

Mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly. This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly“.

Surviving Google’s New Policy Against Interstitial Ads

Marketing Land

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