With this new ad format and ResponsiveAds’ premium reach, advertisers can finally deploy effective, dynamic edge-to-edge display campaigns from mobile to desktop with a single creative at scale, transitioning from fixed 970×250, 300×250 standards to fluid ads.
ResponsiveAds, the leader in high-impact responsive creative ad technologies and services for brands, agencies, and publishers, is reimagining the direct I/O and premium programmatic digital ad industry with the introduction of the Programmatic Fluid™ 250 Ad Format (Fluid™ 250) for existing open web display media buying. This groundbreaking new opportunity enables Fluid and IAB’s New Flex Ad Portfolio (Internet Advertising Bureau) in a multi-sized, breakpoint-based unit that dynamically transforms existing 970×250 and 300×250 IAB ad slot placements to seamlessly fill spaces edge-to-edge across mobile, tablet, and desktop screens.
New inventory that can’t be purchased anywhere else: Replaces the 970×250 with full bleed edge to edge creative, Brand safe and great tier 1 sites and High Brand impact
For many mid-market agencies, the challenge of producing ad creatives in multiple sizes and specifications for different platforms can be a costly and time-consuming process. With the rapid evolution of digital advertising, these agencies often have to keep legacy sizes in the buying mix and lose an opportunity for immediate performance lift.
The Fluid 250 offers a seamless, scalable alternative to traditional ad formats, delivering superior performance across the $88 billion open programmatic advertising ecosystem. Similar to the ResponsiveAds’ Gated, Hero Flex, and Scroller units, the Fluid 250 achieves 4x higher click-through rates, 20x more engagement, and up to 10x brand recall compared to conventional display ads – helping advertisers drive meaningful connections with consumers.
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ResponsiveAds as a core business has served billions of impressions of this format to date to hundreds of publishers’ sites through direct I/O. As a continuation, this launch will ignite a new era and “first to market” of open auction rich-media edge-to-edge display and programmatic bidding at scale. The effort was the result of over a decade of development of ResponsiveAds Fully-Fluid™ patented technology.
Advantages
- Media buyers now have the power and performance of direct buys instead of the fixed size 970×250, 300×250, but in a programmatic environment, with publishers experiencing better page monetization and perfectly fitting spaces; no floating fixed boxes.
- This solution works “automagically” through open auction buying for the standard 970×250 and 300×250 ad size buys on specified DSPs (Demand Side Platforms)
- Publishers do not require any changes to the site, code or placements. With the simple task of opt-in by ad ops enabling friendly-iframes settings the results are instant without CLS (Cumulative Level Shifting) effects or side effects to the content of the website.
This Fluid 250H launch is supported by leading supply and demand partners. Freestar and a short list of other premium publishers will facilitate publisher adoption, ensuring a broad reach and seamless integration. On the demand side, Infillion and its MediaMath DSP technology will enable scalable media buying, ensuring high-quality placements for advertisers. Additionally, three brand campaigns will kick-start this launch as part of a strategic rollout for the new buying season, showcasing the real-world impact and effectiveness of Fluid Ads.
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“Infillion is committed to pushing programmatic advertising forward by providing brands with the tools to innovate and scale seamlessly,” said Michael Colella, SVP, Creative Studio at Infillion. “MediaMath was one of the pioneers of DSP technology, and it’s exciting to be a first mover again by partnering with ResponsiveAds on the Fluid 250. Together we’re giving advertisers the creative freedom to move beyond restrictive formats and media plans and deliver premium, high-impact campaigns across all digital environments.”
“Publishers have long struggled with selling white space instead of brand space programmatically, while agencies face the challenge of buying at scale without compromising creativity. The Fluid 250H eliminates these roadblocks, empowering publishers to sell premium ad real estate while allowing agencies to buy brand space with maximum efficiency— and it looks just so beautiful,” said Heather Carver, CRO, Freestar.
To accelerate adoption, ResponsiveAds is offering free access to Creative Studio 4 Fluid Ad Creator and 5 ready-to-use self-serve high-impact templates for Fluid 250. This will allow publishers and advertisers to build and deploy the format at no cost for a 90-day ramp-up period. ResponsiveAds will only charge a nominal CPM for ad serving and integrated deep-linking analytics, making it an accessible solution for brands looking to upgrade their ad strategy with minimal friction.
With the launch of the Fluid 250H, ResponsiveAds invites publishers, advertisers, and agencies to step into the next generation of digital advertising, where flexibility, responsiveness, and brand impact take center stage.
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