Web interstitials vs more in-content units

Web interstitials vs more in-content units

What it does: shows a full-screen ad between pageviews (GPT web interstitial) instead of cramming another in-body slot.

Setup effort: 1/5 — Google's interstitial is a single config, frequency-capped automatically.

RPM lift seen: +5 to +15% session RPM because it monetizes the navigation moment, not the reading moment. Doesn't compete with your in-content viewability.

Pros
— High CPM format, capped to once per session by Google
— Doesn't add layout clutter or CLS to the article body

Cons
— Interrupts the click-through flow; bounce can tick up
— Useless on single-page sessions (no second pageview to gate)

Verdict: enable GPT interstitial if pages/session > 1.5. It's nearly free revenue. Lift: ★★★★☆ — Risk: ★★☆☆☆
Best for: high-navigation sites (forums, galleries, multi-page guides). Skip on single-landing affiliate pages.