Welcome to the Era of Fluid Ads with the Programmatic Fluid™ 250
By John Moreland
Introducing Fluid 250: The Next Evolution in Digital Advertising
For over two decades, the digital ad landscape was defined by fixed-size placements—ad units that fit perfectly in 1999, but now leave vast white spaces and “floating boxes” as screens have quadrupled in size. ResponsiveAds is proud to usher in a new era with the launch of the Fluid 250 ad format—a groundbreaking solution that reimagines how ads integrate with digital environments.
A Revolution Born from Necessity
Fixed-size ads once made sense when screen dimensions were limited and predictable. However, as technology evolved, so did our needs. Today’s dynamic web environments demand flexibility. Fluid 250 blends traditional IAB standards with modern “flex” configurations, dynamically transforming conventional 970×250 and 300×250 ad slots into full-bleed, edge-to-edge creative canvases. This fluidity ensures that no matter how a site is built or how its dimensions change, your ad will always fit beautifully, eliminating wasted white space and outdated formats.
Big Canvas, Bigger Impact
A key advantage of the Fluid 250 is its ability to provide a larger, more engaging canvas for brand storytelling. With fixed sizes, advertisers were confined to a limited space that often stifled creativity. The Fluid 250 format not only enlarges the ad space—it redefines it. This expansive canvas empowers brands to communicate in a big, bold, and beautiful way, leading to impactful impressions. In fact, early deployments have demonstrated performance lifts of up to 5x in click-through rates and 20x in engagement. In an era where digital impressions count more than ever, a bigger space translates directly into a bigger story.
A New Chapter in Digital Advertising
With the launch of the Fluid 250, ResponsiveAds invites publishers, advertisers, and agencies to step confidently into the future of digital advertising. By replacing outdated, rigid formats with a flexible, responsive, and creative solution, Fluid 250 reclaims the original intent of advertising: filling spaces effectively while unleashing creativity. Join us as we redefine digital ad standards, empower brand messaging, and create a win-win scenario for everyone in the ecosystem.
Welcome to the era of fluid ads—where every impression is an opportunity, and every pixel has a purpose.
For more information about Fluid 250, visit our brand new Fluid 250 web page or contact our team via email at contact@responsiveads.com.
Unleashing Creative Possibilities
The increased canvas opens up a world of creative opportunities. No longer must your ad be static; it can now incorporate interactive elements such as videos, articles, games, puzzles, maps, carousels, and even AR/VR experiences. This dynamic approach enables advertisers to engage audiences in innovative ways, turning every ad impression into a mini experience. By embracing creativity and interactivity, brands can connect more deeply with their consumers.
Effortless Integration for Publishers
One of the standout features of the Fluid 250 is its ease of adoption. Publishers don’t have to overhaul their entire website design or ad placements. The solution works seamlessly with existing ad slots—just opt in through a list of supply partners with ad ops friendly iframes enabled, and you’re ready to roll. This plug-and-play approach means minimal effort is required on the publisher’s end, letting them focus on what they do best while enjoying the benefits of a fluid, modern ad experience.
Driving Revenue and Market Disruption
For media buyers, the Fluid 250 offers the best of both worlds—the precision and performance of direct buys, combined with the scalability and efficiency of a programmatic environment. By providing a more compelling ad space, advertisers can justify premium pricing, ultimately boosting revenue for everyone involved. With enhanced creative opportunities and superior engagement metrics, brands not only capture attention—they convert it into measurable success.
ResponsiveAds is supporting this revolutionary format with a robust ecosystem of partners. Leaders like Freestar and others are facilitating publisher adoption, while Infillion (MediaMath) ensures high-quality placements on the demand side.
Check out our Press Release here:
ResponsiveAds Launches Programmatic Fluid™ 250, a Full-Bleed Rich Media Ad Format to Replace Fixed-Sized Display Ads
With this new ad format and ResponsiveAds’ premium reach, advertisers can finally deploy effective, dynamic edge-to-edge display campaigns from mobile to desktop with a single creative at scale, transitioning from fixed 970×250, 300×250 standards to fluid ads.
ResponsiveAds new premium programmatic format, Programmatic Fluid™ 250, runs in existing 970×250, 300×250 ad slots. It “automagically” expands at a fixed height of 250px edge-to-edge fills white space with brand space. Compatible New IAB Flex Ad sizes 10×1,8×1,4×1, 2×1, 1×1 with a max width 2560×250 and min. size 300×250. Media buys can now occur in a brand safe way with new exclusive inventory opportunity from existing display buys.
NEW YORK–(BUSINESS WIRE)–ResponsiveAds, the leader in high-impact responsive creative ad technologies and services for brands, agencies, and publishers, is reimagining the direct I/O and premium programmatic digital ad industry with the introduction of the Programmatic Fluid™ 250 Ad Format (Fluid™ 250) for existing open web display media buying. This groundbreaking new opportunity enables Fluid and IAB’s New Flex Ad Portfolio (Internet Advertising Bureau) in a multi-sized, breakpoint-based unit that dynamically transforms existing 970×250 and 300×250 IAB ad slot placements to seamlessly fill spaces edge-to-edge across mobile, tablet, and desktop screens.
For many mid-market agencies, the challenge of producing ad creatives in multiple sizes and specifications for different platforms can be a costly and time-consuming process. With the rapid evolution of digital advertising, these agencies often have to keep legacy sizes in the buying mix and lose an opportunity for immediate performance lift.
The Fluid 250 offers a seamless, scalable alternative to traditional ad formats, delivering superior performance across the $88 billion open programmatic advertising ecosystem. Similar to the ResponsiveAds’ Gated, Hero Flex, and Scroller units, the Fluid 250 achieves 4x higher click-through rates, 20x more engagement, and up to 10x brand recall compared to conventional display ads – helping advertisers drive meaningful connections with consumers.
ResponsiveAds as a core business has served billions of impressions of this format to date to hundreds of publishers’ sites through direct I/O. As a continuation, this launch will ignite a new era and “first to market” of open auction rich-media edge-to-edge display and programmatic bidding at scale. The effort was the result of over a decade of development of ResponsiveAds Fully-Fluid™ patented technology.
Advantages
This Fluid 250H launch is supported by leading supply and demand partners. Freestar and a short list of other premium publishers will facilitate publisher adoption, ensuring a broad reach and seamless integration. On the demand side, Infillion and its MediaMath DSP technology will enable scalable media buying, ensuring high-quality placements for advertisers. Additionally, three brand campaigns will kick-start this launch as part of a strategic rollout for the new buying season, showcasing the real-world impact and effectiveness of Fluid Ads.
“Infillion is committed to pushing programmatic advertising forward by providing brands with the tools to innovate and scale seamlessly,” said Michael Colella, SVP, Creative Studio at Infillion.“MediaMath was one of the pioneers of DSP technology, and it’s exciting to be a first mover again by partnering with ResponsiveAds on the Fluid 250. Together we’re giving advertisers the creative freedom to move beyond restrictive formats and media plans and deliver premium, high-impact campaigns across all digital environments.”
“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. 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,”said Heather Carver, CRO, Freestar.
To accelerate adoption, ResponsiveAds is offering free access to Creative Studio 4 Fluid Ad Creator and 5 ready-to-use self-serve high-impact templates for Fluid 250. This will allow publishers and advertisers to build and deploy the format at no cost for a 90-day ramp-up period. ResponsiveAds will only charge a nominal CPM for ad serving and integrated deep-linking analytics, making it an accessible solution for brands looking to upgrade their ad strategy with minimal friction.
With the launch of the Fluid 250H, ResponsiveAds invites publishers, advertisers, and agencies to step into the next generation of digital advertising, where flexibility, responsiveness, and brand impact take center stage.
For format or general information about Fluid 250 and the Free Self-Serve, visit https://responsiveads.com/products/fluid250adformat or email us at fluid250@responsiveads.com
ResponsiveAds will showcase the Fluid 250 Tech to the media industry at the March 31-April 2 ANA Media Conference, Orlando, and book a meeting here.
Agencies or brands interested in this format for media buys can contact us at Fluid250@infillion.com
About ResponsiveAds:
ResponsiveAds Creative Studio 4 and Fluid Ad Creator™ enable Brands, Agencies, and Publishers the easy-to-use self-serve production, delivery, and optimization of the most advanced and innovative rich-media display ads for Direct I/O and programmatic media buying. ResponsiveAds patented Fully-Fluid™ universal ad technology enables 10x the speed of production with auto-resizing and dynamic creative optimization of variants for personalized campaigns. Clients such as AffinityX, Autoscout24, Condé Nast, Media News Group, NBCUniversal, Vistar Media, and hundreds of other marquee brands have seen proven revenue benefits of multi-variant immersive responsive display ads that outperform the standard IAB fixed sizes by 20x engagement. Responsiveads can be found online at www.responsiveads.com
About INFILLION
Infillion is the only truly global media buying platform, combining the power of MediaMath’s industry-leading data and technology with the unrivaled performance of TrueX’s interactive video and CTV technology. Infillion works with more than 1,400 of the world’s leading agencies and brands with premium managed- and self-service cookieless media solutions that deliver guaranteed attention in an increasingly opaque media environment. Infillion is headquartered in New York City and also owns Gimbal location-based technology, InStadium, NeXt, Analytiks.ai and Phonic.ai. Infillion can be found online at www.infillion.com. The company is one of the most awarded tech companies in the media, marketing, and advertising industries and is one of Fast Company’s Most Innovative Companies in 2024.
About Freestar
Freestar engineers cutting-edge monetization solutions for websites and apps. Leveraging industry-leading technology, data science and massive scale, the company’s passionate team of 200 ad tech experts enable busy website and app owners to seamlessly maximize revenue while freeing themselves of the hassles of ad operations.
Freestar’s ever-expanding family of publisher and app developer partners reach over 70% of all U.S. internet users each month and provide unique opportunities for advertisers to reach their target audiences efficiently at scale.
The company has been recognized as one of the fastest-growing private companies in the United States on the annual Inc. 5000 list for each of the last 5 years, most notably in 2019 when Freestar was number 1 on the list. The company has been honored with a myriad of other awards, including the 2023 AdWeek AI Tool of the Year and the 2023 Titan Business Awards Customer Service Team of the Year.
Headquartered in Scottsdale, AZ, the company has team members spread across the world in thirteen different countries.
For more information, visit www.freestar.com.
Contacts
ResponsiveAds
Attn: John Moreland
INFILLION
Attn: Caroline McCarthy
VP, Marketing, Infillion
Freestar
Heather Carver, CRO
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