A non-animated, single-frame image (JPEG or PNG) served in a banner, interstitial, or end card. The most lightweight and universally compatible format — ideal for low-bandwidth environments and simple direct-response campaigns.

Small rectangular ads displayed at the top or bottom of an app screen. Less intrusive than full-screen formats; suitable for sustained brand visibility. Typical CTR: 0.5–1%.

Full-screen ads shown during natural pauses in app usage (e.g., between game levels). High-visibility with strong CTR (2–5%) and CVR, but must be used carefully to avoid disrupting user experience.

Ad creative delivered as structured data fields (headline, image, CTA, etc.) rather than a pre-rendered unit. The publisher's app assembles these assets to match its own look and feel, reducing ad fatigue and improving engagement. Defined by the OpenRTB Native specification.

Video ads users voluntarily watch in exchange for in-app rewards (e.g., virtual currency). Opt-in nature drives high CVR (5–15%) and strong user satisfaction.

An interactive ad that lets users try a lightweight demo of an app or game before installing. Built as self-contained HTML5 packages. Typically 15–30 seconds, followed by an end card CTA. File size limits (usually 2–5 MB) are important to avoid abandonment.

Rich, self-contained ad creatives rendered inside in-app webviews using HTML, CSS, and JavaScript. Supports animations, carousels, countdown timers, and dynamic content. Often serves as the rendering layer for other formats (e.g., MRAID creatives are typically HTML).

An IAB standard XML format for delivering video ads from ad servers to video players. Tracks events like impressions and video completion milestones (25%, 50%, 75%, 100%). Ensures compatibility across devices and platforms.

An IAB standard enabling interactive rich-media ads in mobile apps — expandable banners, swipeable carousels, and similar experiences — adapting to screen size and orientation.