You cannot avoid them! Interstitial ads make their presence felt on most websites that have something to market. Now, Google is seeing to it that they will soon be a thing of the past in Mobile Search.
What is an interstitial ad?
Interstitials are big ads that pop up suddenly on a web page covering all the content you want to read. Usually, the only way to remove an interstitial ad is to click on a very tiny button or small text. Because the removal button or text is so small, it is more than likely that you wind up clicking on the ad itself which links you to more advertising.
Why Interstitial Ads Are A Big Problem on Mobile Devices
More than half of all Web browsing is done on mobile devices, in particular smartphones. It is especially difficult to remove an interstitial ad on a mobile device because the 'close' button is so tiny it is nearly impossible to avoid clicking on the ad.
Interstitial Ads Will Lower Google Mobile Search Rankings
Google wants to ensure that websites accessed from its search engine give users the best experience. Not surprisingly, they will soon start penalizing web pages with lowered rankings that use interstitial ads that degrade the user experience. Here is key text from Google's announcement on interstitial ads:
"Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly."
As anyone who browses the Web well knows, Interstitials are very popular and widely adopted. Google's action will most likely make most interstitial advertising (there are some exceptions to the rule) a thing of the past come 2017.