Overview

Google Authorized Buyers ("AdX") handles interstitial creative matching differently from other exchanges. Unlike other exchanges that only support the sizes declared in the bid request, AdX sends interstitial traffic with flexibility for variable sizing.

How It Works

To ensure the receipt of interstitial traffic across all exchanges, confirm with an Account Representative that the bidder is set to receive traffic filtered by the "Interstitial" field (imp.instl) on the bid request, which is populated by all mobile app exchanges.

Traffic should not be filtered by specific interstitial ad sizes (such as 320x480, 480x320, etc.), as this would exclude a significant portion of AdX interstitial traffic.

Standard Creatives on AdX Interstitial Traffic

For creative matching on AdX interstitial requests, FreeWheel DSP will match any creative that occupies 50%-100% of the screen width and 40%-100% of the screen height. This allows creatives smaller than the full screen size to match and be rendered in the center of the screen. This matching logic is exclusive to AdX and does not apply to other exchanges.

Responsive Creatives

A "Responsive" creative, also known as "sizeless" by AdX, is one that can be resized to different dimensions without causing rendering issues. In the Buzz UI/API, a creative can be marked as Responsive for any banner tag-based creative.

Creatives should only be declared as Responsive if both of the following conditions are met:

The creative is truly responsive (i.e., it can be resized without causing rendering issues).
The creative is intended to always occupy the full screen size of the mobile device on AdX.

On other exchanges, the Responsive declaration will be ignored, and the declared creative size will be used for matching instead.

Responsive Creatives on AdX Interstitial Traffic

Once a creative is marked as Responsive:

Since responsive creatives can be rendered at different sizes, FreeWheel DSP will declare the size for AdX to render in the bid response. To fill the full screen, the size will be set to match the device's width and height.
FreeWheel DSP will mark the creative as Responsive during the creative approval submission for AdX and in the bid response. This ensures that the creative is approved for bidding immediately for any responsively generated size.

The following is a summary of the expected behaviors for creatives on AdX:

Type of Request	Creative “Responsive” in Buzz?	Matching Logic	Creative Size in Bid Response	Creative Approval
Interstitial	NO	Match any creative that matches in the range of 50%-100% of the screen width and 40%-100% of the screen height in the request	Set to the size of the creative declared in Buzz	Regular creative approval
Interstitial	YES	Match any creative that matches in the range of 50%-100% of the screen width and 40%-100% of the screen height in the request	Creative size is set to the device.width and device.height on the request so that it fills the entire screen	The creative is submitted as “Responsive” in both the bid response and AdX creative approval. Any new size generated bypasses new creative approvals.
Non-Interstitial	Does not apply	Does not apply	Does not apply	Does not apply

Table of Contents

Overview

How It Works

Responsive Creatives