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Ad Products

Ad formats for publishers, placed with one tag

Content Ignite's ad products are the ad formats the Fusion tag places on your site: In-Image, Adhesion (sticky footer), In-Article, in-stream Video, Interstitial, Side-rail and standard IAB units, plus banner, interstitial and app open ads in apps. You place them with CSS selectors in Fusion rather than code changes, and they are built to load and refresh only when a reader can see them.

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The formats

Every ad format, one tag

Mix them per site, section and device. Each one is a tag config in Fusion that you can switch on, move or test.

In-Image

Attaches to an image, or any other element, in your articles and scales to fit it, either over the image or underneath it. Target one image per post, every image or every other image, including images that arrive with infinite scroll.

  • Target at least 250 × 120px
  • Never causes layout shift
  • Display or native

Adhesion (sticky footer)

A floating unit fixed to the bottom of the screen on every device, so it stays in view while the reader scrolls. That viewability is what advertisers pay premium CPMs for.

  • In view for the whole visit
  • Never causes layout shift
  • Re-locates to suit the screen

In-Article

Sits between paragraphs inside your articles, for example after every fifth paragraph, so the ad reads as part of the page rather than a distraction from it. It can carry display, native or video ads.

  • Several per article
  • Loads as it comes into view
  • Supports video

In-stream Video

Runs video ads alongside video content: your own, a sponsor's, or videos Fusion builds automatically from your latest or most popular articles, each with a "Read more" link back to the story.

  • Static, scroll-to-stick or click-to-stick
  • Pauses when scrolled out of view
  • One video unit per page

Standard IAB units

Leaderboards, MPUs and the other standard sizes in the ad slots your site already has. Fusion fills them with display and native demand, to supplement or replace your existing display set-up.

  • Loads and refreshes in view
  • Fixed containers keep CLS at zero
  • Display or native

Interstitial

A full-screen ad shown as the reader moves from one page to the next, which they can close at any time. It appears between pages rather than over the article, so it doesn't interrupt reading.

  • Full screen, between page views
  • Display or native
  • Never shifts the article

Side-rail

Ads in the empty margins either side of your content on wide desktop screens. They stay in view as the reader scrolls without taking any space from the article.

  • Desktop screens with spare margins
  • Stays in view while scrolling
  • Google Ad Manager side rail format

App formats

Banner, interstitial and app open ads in Android, iOS and React Native apps through the Fusion mobile SDKs, managed from the same Fusion account as your website.

  • Android, iOS and React Native
  • Banner, interstitial, app open
  • Dynamic floors in the SDK
How a unit works

Targeted once, seen every time it loads

  1. 01
    Target it once
    A tag config picks the format, the devices and a CSS selector for where it goes, such as every other image in the article body. No changes to your site's code.
  2. 02
    It loads when seen
    Units further down the page wait until the reader scrolls to them, then run the auction. No impressions are spent on ads nobody sees.
  3. 03
    It refreshes while seen
    Refresh runs on a timer, 35 seconds by default, and only while the unit is on screen. Background tabs and minimised windows pause it.
Compare the formats

What each web format can do

The main settings for each in-page format. Interstitial and Side-rail sit outside the article, and In-stream Video has its own behaviours: static, scroll-to-stick and click-to-stick.

Features of the In-Image, In-Article, Adhesion and Standard IAB ad formats
FeatureIn-ImageIn-ArticleAdhesionStandard IAB
Display and native adsYesYesYesYes
Loads when scrolled into viewYesYesAlways in viewYes
Refreshes only while in viewYesYesYesYes
Scales to fit its targetYesScales downScales downNo
Several per pageYesYesNoNo
Every-other targetingYesNoNoNo
Your logo on the unit (white label)YesYesYesNo
Video adsNoYesNoNo
Re-locates by screen sizeNoNoYesNo
Layout shift (CLS)NeverDepends on placementNeverNone in a fixed container
Around the formats

Control where ads go and prove what works

The formats are only half of it. Fusion handles placement, page speed, testing and targeting around them.

Placed without a developer

Units are targeted with CSS selectors in Fusion, and changes go into your live tag automatically. Add, move or switch off a unit without touching your site.

Learn more

Kind to Core Web Vitals

Adhesion and In-Image never shift your layout. For units near the top of the page, a fixed-size container stops layout shift before it starts.

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Test formats on live traffic

A/B test one layout or refresh setting against another before rolling it out, and activate the winner from the results.

Learn more

Contextual audiences

Build audiences from what your pages are about and send them to Google Ad Manager for direct, PG and PMP deals, without cookies.

Learn more

Your own ads when nothing fills

Fusion optimises for revenue, not fill. Add house creatives, such as images or a script, to show in empty slots, weighted and tracked in reporting.

Your Google Ad Manager or ours

Run the formats through our Google Ad Manager with nothing to set up, or connect your own and keep your direct campaigns.

Learn more
See the Fusion platform
Results

Publishers running Fusion ad formats

Trusted Reviews' figure is for the In-Image unit alone. The others are for each publisher's whole Fusion set-up.

+200%programmatic revenue on In-ImageTrusted Reviews — after a head-to-head test against their previous partnerRead the case study +1,710%net revenueTimes Higher Education — header bidding, dynamic floors and refresh on a managed stackRead the case study +121%user RPMLondon South East — with +62% net revenueRead the case study +369%average user RPMKelsey Media — on amateurphotographer.com, versus the previous partnerRead the case study
FAQ

Ad format questions, answered

What ad formats does Content Ignite offer?
On websites: In-Image, Adhesion (sticky footer), In-Article, in-stream Video, Interstitial, Side-rail and standard IAB units. In apps: banner, interstitial and app open ads through the Fusion SDKs for Android, iOS and React Native. All of them are set up and managed in the Fusion platform.
What is an in-image ad?
An in-image ad is a unit that attaches to an image in your content and scales to fit it. Fusion's In-Image unit can sit over the image or underneath it, and can target one image per post, every image or every other image. The target needs to be at least 250px wide and 120px high, with a width-to-height ratio of no more than 3. It can also attach to elements that are not images. Trusted Reviews grew its In-Image programmatic revenue by 200% after moving to Content Ignite.
What is an adhesion (sticky footer) ad?
An adhesion ad is fixed to the bottom of the screen and stays there as the reader scrolls, so it is in view for the whole visit. Fusion's Adhesion unit works on every device, re-locates to suit the screen size and never causes layout shift.
Do I need a developer to add or move ad units?
No. After the one-off install of the Fusion tag, units are placed with CSS selectors in Fusion, for example after every fifth paragraph of an article. Changes are pushed into the live tag automatically.
How does ad refresh work?
Refreshing units reload on a timer, 35 seconds by default, but only while they are in view. Fusion tracks whether the unit is on screen, including background tabs and minimised windows, so refreshed impressions are viewable. Google requires refreshing inventory to be declared: on our Google Ad Manager we handle it, and on your own you declare it in Ad Manager.
Will these ad formats hurt my Core Web Vitals?
Adhesion and In-Image never cause layout shift (CLS). For units in the first screen of the page, such as a header leaderboard or a sidebar MPU, add a fixed-size container and Fusion fills it without shifting content. Units further down are placed flexibly and load only as they come into view. See Core Web Vitals.
Can I run video ads without making my own videos?
Yes. Auto-content builds videos from your RSS feed or your most popular articles, using each article's title and feature image with your logo and name, and adds a "Read more" button that takes viewers to the article. Videos are regenerated periodically to stay current. You can also upload your own or a sponsor's video.
What happens when no ad fills a slot?
Fusion optimises for revenue rather than fill, so some slots stay empty. You can add your own fallback creatives, either images with a click-through URL or a script, to show in those slots. They rotate, can be weighted, and are tracked in your reports.

Find the formats your pages are missing.

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