One minute, you're scrolling through your favorite news site. The next, an automotive ad has taken over half your screen without even a click. This disruptive experience has become a familiar nuisance for both publishers and end users. And it’s all due to a category of ad we call expandables—ads that expand beyond their intended dimensions triggered automatically or on  clicks.

For advertisers, the allure of expandables is clear—they promise higher engagement and improved click-through rates. But these results come at a cost—legitimate expandables also come with a premium CPM. Recently, advertisers have been trying to enjoy the benefits of expandables while avoiding paying for them, leading to unexpected expandable ads that degrade ad quality, disrupt the user experiences, and create a noticeable dip in publisher revenue. In fact, better tools to combat unwanted expandables have quickly become our top customer request.

The stakes are higher than many realize. In 2024, global ad blocking was projected to cause $54B+ in lost revenue—representing roughly 8% of total digital ad spend—driven by users who are 'annoyed with clutter and intrusive online ads and are reclaiming control of their online experience' (eyeo Ad-Filtering Report).

The Evolution of Expandables

While we might lump them together under one label, expandables have evolved into a diverse array of tactics. Opportunistic AdTech players are constantly refining their techniques to maximize ad returns, often at the expense of quality. Because of these techniques, these evolving expandables are tricky to identify and block, which means they’re not just an annoyance—they’re a real threat to user trust and engagement.

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We’ve Got a Solution

After months of rigorous research and testing, we’re excited to announce that Confiant is rolling out enhanced expandables detection capabilities. Our new solution is engineered to spot the subtle, evolved behaviors of these disruptive ads and stop them in their tracks.

How it Works

Confiant’s advanced detection technology monitors for the specific behaviors that characterize modern expandable ads. By analyzing these patterns in real time, our system intervenes before these ads can wreak havoc on your site's user experience. This means:

• Real-Time Blocking: Identify and stop unwanted expandables immediately, whether they trigger automatically or on click, so your content remains center stage.
• Deeper Insights: Publishers get deeper insights into ad behavior, allowing for better oversight and continuous improvement of ad quality.
• Experience Control: By preventing disruptive ads, you maintain a premium user experience and ensure you're compensated appropriately for the additional engagement that advertisers gain from legitimate expandable ads. If an advertiser wants to run an expandable on your site, they must pay premium expandable rates/CPMs.

This enhanced protection against expandable ads helps keep your users happy and your revenue secure. We're committed to continuing these improvements and welcome your feedback as we move forward together.

Looking to get more from your expandables?

Discover how our detection stops disruptive ads while maintaining premium rates and advertiser relationships: schedule a demo today!