The 970×250 Billboard Ad Unit provides Publishers High CPMs
Part of the IAB’s rising star ad units, the 970×250 billboard ad Unit is typically located at the top of a website. The billboard is a wide format ad unit (970×250) and can be an expanding (downwards) unit to 970×415.
When used as an expanding unit there will be a “X” button. When the button is clicked, the ad disappears, page content is pushed up, and a “show ad” button is displayed. When “show ad” is clicked, the ad reappears and the page content is pushed back down. Campaigns can be capped at 1/24 for user experience and performance.
The Billboard Ad Unit is provided to Publishers as part of a dynamic ad tags which includes all the 970px wide Leaderboards as well as the standard 728×90 Leaderboard meaning that publishers get 4 different sized ad units in one ad tag, thus maximizing revenue