Mobile Exchange Vserv Debuts Full-Screen Search Ad Formats on Wednesday announced the availability of Search Intent Ads -- or search ad formats -- into its mobile real-time bidding (RTB) exchange. The purpose of the new format is to facilitate immediate consumer action, something Vserv hopes will make it an attractive ad format for m-commerce companies.

The new search units come in the form of full-screen mobile ads. When displayed, the ad looks like a simple search engine found on m-commerce sites across the Web.

If the consumer does search for something within the ad, the results take them directly to the m-commerce company’s store -- displaying images of the product searched 
for, prices and purchase options.

E-Commerce companies are constantly seeking effective ways to reach mobile users,” stated Dippak Khurana, CEO and co-founder of “Nearly 30% of the traffic on e-commerce sites comes from mobile, and we expect this ratio to increase to 70% by next year.”

The full-screen ads use HTML5 and have already been launched across the 150,000 apps and sites on the Vserv exchange.

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1 comment about "Mobile Exchange Vserv Debuts Full-Screen Search Ad Formats".
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  1. David Shor from Prove, April 18, 2014 at 1:57 a.m.

    Soooo, in what context would a full page search ad come up? Are we essentially just tricking the user that they bumped into a 404 page? I'm hoping not.