Responsive Display Ads
Responsive Display Ads
Responsive Display Ads (RDA) are a combination of visual and textual elements that can be used as an alternative to standard banner ads.
These ads automatically adjust their size, appearance, and format to fit the allocated space. This flexibility allows advertisers to extend campaign reach while enabling publishers to increase inventory efficiency across both desktop and mobile formats.
By default, this feature is turned off on all networks. Please contact your EXADS representative to enable Responsive Display Ads for your network.
How Responsive Display Ads Work
Responsive Display Ads allow Native campaign assets to dynamically render within compatible banner and interstitial zones.
The EXADS system:
- Adapts creatives to fit available formats
- Selects optimal layouts automatically
- Continuously optimizes performance
Layout selection and asset rendering are fully managed by EXADS to ensure quality, compatibility, and performance consistency.
Details
Advertisers
Enabling Responsive Display Ads
When creating a Native Ad campaign, there is a Responsive Display Ad Zones checkbox in Step 1 of the campaign setup (By default, this checkbox is enabled).
By enabling this option, your campaign becomes eligible to serve in:
- Mobile and Desktop Fullpage Interstitial zones
- Instant Message and Mobile Instant Message zones
- Banner and Mobile Banner zones
with the following sizes: 160x600, 300x500, 900x250, 728x90, 300x250, and 300x100.
The system uses your Native campaign assets and dynamically adapts them to fit these formats.
Note:
- Not all assets are guaranteed to appear in every impression.
- The final layout is selected by the EXADS algorithm.
- Performance optimization is continuously applied.
Publishers
Enabling Responsive Display Ads
Publishers will see a Responsive Display Ads setting in the Admin Panel when creating or editing:
- Fullpage Interstitial zones
- Banner zones
Activating this setting:
- Allows Native campaigns to compete for that zone
- Adds eligible campaigns into the bidding auction
- Enables dynamic rendering within the allocated banner space
How to Enable
- Go to the Admin Panel
- Click New Zone (or edit a Zone)
- Select (Mobile) Banner, (Mobile) Full Page Interstitial or (Mobile) Instant Message
- Use the Responsive Display Ads on/off switch
This setting is enabled by default. Publishers can disable it at any time.
Optimization & Delivery
Responsive Display Ads use intelligent optimization to determine which eligible campaign and layout should be displayed.
In simplified terms, the system considers:
- Campaign competitiveness
- Historical performance
- User engagement signals
To ensure continuous learning and fair competition, a small portion of traffic may be used to evaluate alternative variations. This allows new or lower-volume campaigns to gather performance data and remain competitive over time.
All rendering decisions are managed by EXADS to ensure technical compatibility and consistent quality standards.