Everything About the responsive behavior of display ad units

Display ad units are responsive by default. They allow you to support a wide range of devices (i.e., computers, phones, tablets, etc.) by automatically adapting the size of the ads to fit your page layout.

Regardless of which device users use to visit your site, display ad units can help you provide a great ad experience.

Key features Of Display Ad Units

  • Automatic sizing based on the space available. To make your code simpler and save you time and effort, AdSense responsive ad code automatically adapts the ad unit size to your page layout. AdSense calculates the required size dynamically based on the available space and the size of the user’s display.
  • Support for ad size changes after a screen orientation change. If your responsive page changes its layout following a device orientation change (e.g., when a tablet or phone goes from portrait to landscape), AdSense will request and load a new ad of the correct dimensions to fit the new page layout.

Note:

  • When AdSense loads a new ad following a device orientation change, AdSense cache the original ad that was shown. If the device then returns to its previous orientation, AdSense will show the original ad again rather than load another new ad.
  • Refreshing the ads for device orientation changes creates additional ad requests, which may cause a slight decrease in RPM and CTR metrics. Be assured there’s no negative impact to your overall revenue.
  • Full-width ads on mobile devices. AdSense experiments show that full-width responsive ads perform better on mobile devices in portrait mode. To help increase revenue, AdSense responsive ad units automatically expand to use the full width of the user’s screen when their device is orientated vertically.

Note:

  • AdSense only expand responsive ads when they’re likely to perform well and provide a good user experience.
  • You can disable full-width responsive ads by adding a responsive ad tag parameter. Note that AdSense don’t recommend you do this as it could affect your potential earnings.

Technical considerations

There are some situations in which you’ll need to take extra action to make a responsive ad unit work correctly:

  • Your site uses third-party JavaScript. If your site uses scripts that are executed before AdSense responsive ad code, for example, to hide the ads on your page until the page has fully loaded, then AdSense ad code won’t be able to calculate the required size for the responsive ad unit. In this case, you’ll need to modify your code and use CSS media queries to set the size of the ad unit. Find out how to modify your responsive ad code.
  • The parent container has no width set. If you place your responsive ad code within a parent container that doesn’t have an explicit width set, for example, within a floating element, then AdSense ad code won’t be able to calculate the required size for the responsive ad unit. In this case, you’ll need to modify your code and use CSS media queries to set the size of the parent container. Find out how to modify your responsive ad code.
  • The parent container has fixed or limited height. Responsive ads should not be placed inside containers with a fixed or limited height, as they may be taller on some devices or browsers. If you need to limit the height of your responsive ads,  you’ll need to modify your code and use CSS media queries to set the height of the parent container. Find out how to modify your responsive ad code.

Additionally, you should be aware of the following:

  • Mobile devices with poor connections. On mobile devices with poor connections you might see some browser reflow while AdSense responsive ad code calculates the best standard height for the width of your parent container. Learn more about browser reflow.

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