IAB Floater Ads


IAB Floater Ad

Floater Ads float over page content, cutting through standard web ads and immediately engaging the visitor. The ads begin moving over the main content of the site when the page first loads. The ads then disappear after a maximum of 10 seconds. The Floater Ad can include a video element and a leave-behind ad.

Points: 3.50

Production Timeline: 10 Business Days

Floater Ad Example

Technical Specifications


500x300 pixels max.

File Format


File Size


Internal Links

3 Internal Links Max.

Animation Length

10 or 15 seconds: by default, the ad is limited to 10 seconds. Upon request, the ad length can be extended to 15 seconds.


Impressions, Clicks, and Close. For tracking definitions, click here


All Floater Ads must include a close button. The close button must appear as soon as the Floater Ad appears on the page.

Note: Some HTML5 elements are not supported on IE9 and older browsers.

Frequency Caps

LAKANA defaults the frequency cap on Floater Ads to one impression per client in a specific location in a 24-hour period. If a visitor views that page a second time within 24 hours, they will not see the Floater Ad.

Alternative Frequency Caps

  • Increased Frequency Per Day: The site can increase how many times a client's Rich Media Ad plays each day.
  • Auto Play: The site can request that a Floater Ad displays each time a visitor views the page.

A site can request one of these options for the entire site or by channel. All requests without specific frequency cap directions will default to the Internet Broadcasting standard.

Best Practices

LAKANA recommends creating a Rich Media Floater Ad that is distinctly different from the content behind it (e.g. the news content). The idea is to "break out" of the boundaries of the page's column structure to provide a unique visitor experience.

As with any online ad, it is best to limit the number of words used to get your message across.


Floater Ads and Floater Video Ads run on desktop browsers, mobile sites, and mobile apps. Floater Ads can run on all channel pages. Home page placements are not recommended, but can be approved by site management. If a client is unsure about home page placements, check with your Client Services Specialist.


  • LAKANA cannot serve Floater Ads in email newsletters.
  • Floater Ads cannot be served on the same page at the same time as other interstitial ad units.
  • Floater Ads cannot be Weather Triggered

Third-Party Ad Tags

Floater Ads can support a variety of different third party ad tags. LAKANA provides a list of pre-approved third party vendors whose ad tags can be served with about two days of development. New vendor ad tags must be analyzed for technical and product specifications.