Interstitial app ads are extremely annoying – in my opinion anyway. They pop up just when you’re expecting to dig into the content you wanted to read, and half the time you close them they force the page to reload. Well Google seems to agree with me here and as of November 1st, 2015 any mobile website that shows an interstitial ad which covers the majority of the content will no longer be considered mobile friendly.
After November 1, mobile web pages that show an app install interstitial that hides a significant amount of content on the transition from the search result page will no longer be considered mobile-friendly. This does not affect other types of interstitials. As an alternative to app install interstitials, browsers provide ways to promote an app that are more user-friendly.
Instead Google is pushing webmasters to make use of app install banners (such as Smart Banners by Safari and Native App Install Banners by Chrome). These offer a consistent interface, up-top promotion for your app, and they don’t block out the content that the user expects to see.
