Interstitial
In the context of digital marketing, an Interstitial is an ad format that appears temporarily before the user can access the desired content of a website or app.
This can take the form of a full-screen banner ad, a video, or a sign-up form. Although they can be effective in capturing the user’s attention, excessive or inappropriate use can lead to a negative user experience and potential penalties from search engines.
Specifically, Google has since 2017 initiated an interstitial penalty, a ranking penalty for sites that host intrusive interstitial ads that hinder the user’s ability to access searched content, and subsequently this aspect has been incorporated into the broader Page Experience complex in an effort to ensure a smooth and positive user experience.