What is an ad unit?
An ad unit is a specific space on a webpage, app, or digital platform where advertisements are displayed. Ad units are defined by their format (banner, video, native) and size, and they serve as the foundation for digital ad placements.
When advertisers purchase ad space, they buy impressions or clicks based on the available ad units offered by publishers or ad networks.
What are the types of ad units?
We can categorize ad units into 4 major types.
Display ads
- Banner ads: Classic rectangular ads placed at the top or bottom of screens.
- Interstitial ads: Full-screen ads that appear between content transitions.
- Native ads: Seamlessly integrated within the app’s content.
- Overlay ads: Appear on top of content, allowing for interaction.
- Slider ads: Slide in from the side, minimally interrupting user experience.
Video ads
- Video ads: Include video content in various formats (e.g., bumper ads).
- Rewarded ads: Offer in-app rewards for user engagement.
- Playable ads: Interactive ads featuring mini-games or demos.
Audio ads
Short audio clips played during streaming content.
Other formats
- Offerwall ads: Collections of offers for users to choose from.
- Text ads: Primarily used in search engines, consisting solely of text.
What are common sizes of ad unit across platforms?
Ad units come in standard sizes as defined by the Interactive Advertising Bureau (IAB). They are widely used in the digital advertising industry to ensure consistency and efficiency across various platforms.
- Leaderboard (728×90 px) – Displayed at the top of the page.
- Medium Rectangle (300×250 px) – Popular for sidebars and inline content.
- Mobile Banner (320×50 px) – Optimized for smartphones.
- Skyscraper (160×600 px) – A vertical ad placed along sidebars.
- Large Rectangle (336×280 px) – Often placed within content or at the end of articles.
FAQs
What is ad unit code?
The Ad Unit Code is a unique identifier assigned to each ad unit within an advertising platform (like Google Ad Manager or AdMob). This code acts as a reference point for the ad server. When an ad tag calls for an ad, it uses this code in specifying which particular ad unit to fill.
Which ad space is best?
This depends on the campaign goal and platform, so you can take this for your reference:
- Leaderboard (728×90 px): Ideal for brand awareness at the top of webpages.
- Medium Rectangle (300×250 px): High-performing and versatile, suitable for sidebars and mobile placements.
- Video Ad Units: Best for engagement and storytelling.
What is the difference between ad space and ad placement?
Ad unit refers to the specific ad format and size (e.g., 300×250 px banner), while ad placement refers to the actual location on the webpage or app where the unit appears (e.g., sidebar, header).
