Sovrn does support interstitial ads on the Ad Exchange, but there are important tracking and reporting nuances you should understand.
What are interstitial ads?
Interstitial ads are full-screen ads that cover the interface of a host app or site. They appear at natural transition points — between activities, page loads, or game levels — and their full-screen coverage is what sets them apart from banner, native, or pop-up formats.
How should interstitial impressions be tracked?
If you're sending interstitial traffic, Sovrn strongly recommends tracking impressions using bURL rather than ADM. Because interstitials are frequently rendered off-screen and may never actually be displayed to a user. Using bURL ensures your impression counts are more accurate and aligned with how Sovrn measures delivery.
Why might I see discrepancies on my interstitial inventory?
If you're running DV360 demand on in-app interstitial ads, you may notice a persistent discrepancy between your Sovrn reporting and what DV360 reports. This happens because DV360 applies its own viewability criteria when defining a valid impression — meaning their count will almost always be lower than Sovrn's.
The practical effect of this:
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Sovrn reports higher impression counts than DV360, which means Sovrn collects less revenue than what is reflected in your reporting.
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Sovrn pays publishers for impressions that Google does not consider valid and will not pay Sovrn for.
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This discrepancy is more pronounced for publishers with high DV360 spend on in-app interstitial inventory.
What is Sovrn doing to address this?
Sovrn has applied bill on render impression tracking to better align with how DV360 tracks impressions on in-app interstitial ads. This change will move interstitial impression logging from load to view.
Questions? Concerns? Our team would be more than happy to help. Reach out to our Support Team here.