Google High-Engagement Ads Update 2025: What Publishers Need to Know

Mobile app monetization continues to change, and delivering engaging ad experiences is crucial for both user satisfaction and revenue growth.

The high-engagement ads setting was introduced by Google Ad Manager for mobile app out-stream inventory, giving publishers more control over different ad formats to engage more users and increase overall ad performance.

Understanding High Engagement Ads

High-engagement ads are designed to be highly interactive and engaging to elevate user engagement metrics.

When this setting is turned on, it enables Google Ads and other Ad Exchange buyers to serve:

  • Interstitial Ads: Skippable no later than 12 seconds.
  • Rewarded Ads: Skippable no later than 60 seconds. The reward will be granted once the skip time is reached.
  • Ad Exit Steps: Interstitial and rewarded ads with up to three steps to exit.

By default, high-engagement ads are activated for all interstitial and rewarded inventory, excluding native or banner ad units

From March 10, 2025, the high-engagement ad setting will appear in Ad Manager so that publishers can audit settings before the official rollout on March 24, 2025.

Comparing Ad Experiences

The impact of the high-engagement ads setting can be seen below:

Enabling high-engagement ads extends the duration before users can skip ads and increase the number of steps required to exit, leading to higher ad engagement

Implementing High-Engagement Ads

By default, high-engagement ads are enabled and available on all the interstitial and rewarded inventory.

To utilize high-engagement ads for a specific inventory, turn off high-engagement ads for the selected inventory.

For the best performance from high engagement, ensure the following:

  • Has the protection “Block Non-Instream Video Ads” disabled
  • Allows skippable video ads and sets skippable video maximum duration of 60 seconds or greater
  • Allows non-skippable video ads and sets a non-skippable video maximum duration of 60 seconds or greater.

To Set Up in Google Ad Manager

  1. Sign In: Access your Google Ad Manager account.
  2. Ensure that the “Block Non-Instream Video Ads” protection option is turned off
  3. Go to Inventory then “Inventory rules”.
  4. Video Settings: Create a “New Ad Format Setting” or select one that is already existing.
  5. Select Inventory: Choose where you’d like high-engagement ads to be enabled.
  6. Select High-Engagement Ads: Ensure the “Disable High-Engagement Ads” option is unchecked.
  7. Set Video Ad Preferences:
    • Under “Skippable Video,” make sure “Block All Skippable Video Ads” remains unchecked, and the maximum duration is 60 seconds or greater.
    • Under “Non-Skippable Video,” make sure “Block All Non-Skippable Video Ads” remains unchecked, and the maximum duration is 60 seconds or greater.
  8. Save Changes

For a more detailed understanding of these configurations, refer to Google’s official site.

Disabling High-Engagement Ads

By default, high-engagement ads are enabled across all interstitial and rewarded inventory.

If you choose to disable high-engagement ads for specific inventory:

  1. Sign In: On your Google Ad Manager account.
  2. Go to Inventory: then go to “Inventory rules”
  3. Video Settings: Add “New Ad Format Setting” or select one that already exists.
  4. Select Targeting: Choose inventory where you don’t want to show high engagement ads.
  5. High Engagement Ads: Check the “Disable High-Engagement Ads” option.
  6. Save Changes

Publishers will be automatically enrolled in high-engagement ads unless they proactively disable them before March 24, 2025.

Best Practices for High-Engagement Ads

To boost the performance of high-engagement ads:

  • Monitor User Feedback: Analyze user feedback regularly to ensure experiences with ads remain positive.
  • Analyze Performance Metrics: Such as CTR, completion rate, and user retention.
  • Ad Formats: Test different ad formats and ad lengths to find what works best for your audience.

Google will inform of any updates related to the changes in the launch of high-engagement ads.

Implementing high-engagement ads properly will allow publishers to increase engagement rates and drive revenue without sacrificing user experience.

How MagicBid Helps You Earn More

Google high-engagement ads

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

  • Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
  • In-App Monetization: Connect with premium advertisers to boost fill rates and eCPMs effortlessly.
  • CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.