ResponsiveAds introduces Programmatic Fluid™ 250: A new approach to display advertising

ResponsiveAds has launched the Programmatic Fluid™ 250 ad format, offering an alternative to traditional fixed-size display ads. Designed to work within existing 970×250 and 300×250 ad slots, the Fluid™ 250 expands to fill the space from edge to edge across mobile, tablet, and desktop devices. This new format eliminates the limitations of static display ads, providing advertisers with a more dynamic solution that adapts to various screen sizes.

The Fluid™ 250 automatically adjusts to a fixed height of 250px, allowing for seamless integration into existing placements without requiring changes to the website code. The format is compatible with the IAB’s Flex Ad portfolio, supporting a range of sizes from 1×1 to 10×1, with maximum widths up to 2560px. This shift enables programmatic media buying for new ad inventory, which was previously unavailable with traditional display formats.

With the rapid changes in digital advertising, many agencies face the challenge of creating multiple ad creatives for different platforms. The Fluid™ 250 provides a solution that simplifies the process, allowing agencies to use a single creative across a variety of devices and platforms. This can lead to improved performance across the programmatic advertising ecosystem, reducing the need for multiple ad sizes and specifications.

Advertisers using the Fluid™ 250 format have the potential for higher click-through rates, increased engagement, and improved brand recall compared to standard display ads. ResponsiveAds has already delivered billions of impressions using this format through direct I/O campaigns on publisher sites, demonstrating the effectiveness of the Fluid™ 250 in driving user interaction.

The new ad format offers advantages for both advertisers and publishers. Publishers can sell ad space more efficiently, with no need for adjustments to the site or code. The Fluid™ 250 integrates easily into existing ad slots, requiring only a simple opt-in from ad operations teams. This setup ensures that publishers can monetize their inventory without disrupting the layout or design of their websites.

To encourage adoption, ResponsiveAds is offering free access to the Creative Studio 4 Fluid Ad Creator, along with five pre-designed templates, for a 90-day ramp-up period. After this period, ResponsiveAds will charge a nominal CPM for ad serving and provide deep-linking analytics. This model offers an accessible way for advertisers and publishers to implement the Fluid™ 250 without significant upfront costs.

The launch of the Fluid™ 250 format is intended to streamline the process of media buying and creative deployment in programmatic advertising. By offering a more adaptable solution, ResponsiveAds aims to provide a more efficient method for delivering display ads across a range of digital platforms.