Ad contraction - Google Ad Manager Help Skip to main content Google Ad Manager Help Sign in Google Help Help Center Community Google Ad Manager Privacy Policy Terms of Service Submit feedback Send feedback on... This help content & information General Help Center experience Next Help Center Community Announcements Google Ad Manager Ad Manager network settings Trafficking and delivery settings Ad expansion and contraction Ad contraction Ad contraction This article describes ad contraction, explains how the feature makes your inventory more compatible with smaller creatives, and shows you how to manage its settings in Ad Manager. By default, Ad Manager accepts some creatives that are smaller than the inventory size. Ad contraction makes inventory and creatives more compatible with each other and enables more ads to compete for your inventory. On this page Ad slots eligible for contraction Determine how small of an ad is accepted When the ad slot is collapsed Deactivate ad contraction Ad slots eligible for contraction Ad contraction currently applies to backfill display and non-in-stream video ad slots on desktop web, mobile web, and apps. Not all ad slots are currently capable of contraction, though we’re working to increase eligibility. Note: Interstitial ads aren't subject to the ad contraction control and always allow smaller creatives. Note: Adslot contraction isn't applicable to multi-size requests. However, Adslot expansion is applicable to multi-size requests. Determine how small of an ad is accepted Ad Manager considers both user experience and revenue uplift when determining the optimal minimum creative size for an ad slot. Note that pricing rules refer to the original size of the request. When the ad slot is collapsed Ad Manager collapses the ad slot when it’s unlikely to cause reflow, or the delayed loading of an ad after the rest of the site/app has already loaded. If we collapse the ad slot, there won’t be any whitespace around the ad. If there’s a likelihood of reflow, we won’t collapse the ad slot, and there may be some remaining whitespace around the ad. Deactivate ad contraction You can turn off ad contraction in network settings, though we recommend keeping it activated for optimal performance. Sign in to Google Ad Manager. Click Inventory, then Inventory rules, and then Format settings. Next to “Targeting,” choose which inventory to include or exclude from the rule. Control which format settings are enabled on the selected inventory. Click Save. Note: If overlapping rules exist for the same inventory, and at least one of those rules enables a feature, then the enable setting will be honored. Was this helpful? How can we improve it? YesNo Submit Need more help? Try these next steps: Post to the help community Get answers from community members Contact us Tell us more and we’ll help you get there true Ad expansion and contraction 1 of 4 Mobile web ad expansion (partial screen) 2 of 4 Mobile web ad expansion (full screen) 3 of 4 Desktop and tablet ad expansion 4 of 4 Ad contraction Unlock your revenue with personalized tips today! Visit the Optimization tips for Google Ad Manager page to see personalized suggestions to maximize your revenue. Unlock now ©2026 Google Privacy Policy Terms of Service Language Deutsch‎español‎español (Latinoamérica)‎français‎Indonesia‎italiano‎magyar‎Nederlands‎polski‎português‎português (Brasil)‎Tiếng Việt‎Türkçe‎čeština‎Ελληνικά‎русский‎ไทย‎中文（简体）‎中文（繁體）‎日本語‎한국어‎ English‎ Enable Dark Mode Send feedback on... This help content & information General Help Center experience Search Clear search Close search Google apps Main menu 14716796160629966314 true Search Help Center false true true true true true 148 false false false false false