What is Ad Collisions or Page Takeovers?

Ad Collisions are generally referred to a situation where the multiple ads(of the same brand) are served on different ad slots on a single web page at the same time. Ad Collision is also known as Page Takeovers. Below is the screenshot for Ad Collisions:

The advantages of Ad Collisions are:

• Driving the attention of the visitor
• Viewability rate is high
• Brand awareness

The disadvantages of Ad Collisions are:

• Visitors get annoyed or irritated easily if they already have seen their ads and bad user experience
• Costs high for the advertiser
• Advertisers get charged for all the impressions on served on the single web page

In the case of big advertisers, Ad Collisions occurs when there is a constant pressure from high paying advertisers to drive the attention of the visitors, big publishers are often forced to display multiple ads on the single web page.

In the case of small advertisers, Ad Collisions occurs when the frequency cap is too high in Demand Side Platform through Real Time Bidding(RTB). Ex. Adwords, AppNexus, AdRoll etc. Since the small advertisers who don't have full control over the ads. Advertisers can lower the frequency caps.

To conclude, Ad Collisions or page takeovers leads to a bad experience for the visitor because publishers are forcing the website visitors to see the ads or trying to grab the attention of visitors. For better performance, avoid Ad Collisions and provide good user experience to the viewers.

Say No to Ad Collisions :)