• by Ray Schultz , April 6, 2025

Publishers and advertisers are being offered a new way of properly spacing programmatic ads. 

ResponsiveAds has launched the Programmatic Fluid 250 AdFormat. This format goes beyond the standard 970x250 and 300x250 IAB ad slot placements to dynamically fill spaces across mobile, tablet and desktop screens, the company claims. 

It can be a costly and time-consuming process to produce ad creative in multiple sizes and specifications for different platforms, ResponsiveAds observes.  

At launch, the new feature is being used by a small number of premium publishers, including Freestar. 

“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,” says Heather Carver, chief revenue officer, Freestar. “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.” 

On the demand side, the new tool is being utilized by Infillion and its MediaMath DSP technology. The goal is to give advertisers “the creative freedom to move beyond restrictive formats and media plans and deliver premium, high-impact campaigns across all digital environments,” says Michael Colella, senior vice president, Creative Studio at Infillion.