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AdMob is rolling out a new app-level setting that controls high-engagement ads in interstitial and rewarded formats, launching in the coming weeks.

Why it matters. App developers will soon have more control over how engaging ads appear in their apps, with the potential for improved ad performance and revenue.

What’s new. When enabled, the setting allows:

• Interstitial ads skippable after up to 15 seconds.
• Rewarded ads with up to 60-second reward grant time.
• Up to three-step exit process for both ad types.

How it works.

• Setting will be enabled by default for all apps.
• Developers can opt out through App settings.
• Google Ads and AdMob Network buyers can serve more engaging ad formats.

Between the lines. While the update promises better performance, the longer ad durations and multi-step exit process could impact user experience.

Looking ahead. Google intends to work with buyers to optimize these high-engagement ads while maintaining transparency and user focus.

Bottom line. This update gives developers more flexibility in balancing ad revenue with user experience, though the default opt-in approach suggests Google is pushing for wider adoption.

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About the author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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