ResponsiveAds, a leader in high-impact responsive creative ad technologies, is transforming the digital advertising landscape with the launch of Programmatic Fluid™ 250 (Fluid™ 250)—a revolutionary rich media ad format designed to replace traditional fixed-sized display ads. This cutting-edge solution brings Fluid and the IAB’s New Flex Ad Portfolio into programmatic media buying, dynamically adapting 970×250 and 300×250 IAB ad slots to create immersive, full-bleed ad experiences across mobile, tablet, and desktop screens.
For mid-market agencies, creating ad creatives in multiple sizes to meet platform specifications has long been a resource-intensive challenge. The rapid evolution of digital advertising has forced agencies to maintain legacy ad sizes, often missing out on performance-boosting opportunities. Fluid 250 solves this problem by delivering a scalable, high-performance alternative that integrates seamlessly into the $88 billion open programmatic advertising ecosystem.
Superior Performance and Engagement
Built on ResponsiveAds’ proprietary Fully-Fluid™ patented technology, Fluid 250 drives significantly higher engagement compared to conventional display ads. This format has already been used in billions of ad impressions across hundreds of publisher sites through direct I/O, and now it’s expanding into programmatic bidding at scale. Advertisers can expect:
- 4x higher click-through rates
- 20x more engagement
- Up to 10x higher brand recall
Similar to ResponsiveAds’ Gated, Hero Flex, and Scroller ad units, Fluid 250 enables advertisers to deliver impactful, full-screen creative experiences that resonate with consumers—without requiring additional creative production efforts.
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Key Advantages of Fluid 250
- Seamless Programmatic Integration – Media buyers gain the performance power of direct buys without the constraints of fixed 970×250 and 300×250 sizes, all within a programmatic environment. Publishers also benefit from higher monetization with ads that dynamically adapt to available space.
- Effortless Deployment – No changes to publisher websites, code, or ad placements are required. Publishers simply opt-in via ad operations by enabling friendly iframe settings, ensuring instant deployment without Cumulative Layout Shift (CLS) issues.
- Automated, Scalable Buying – Fluid 250 works “automagically” through open auction purchases on DSPs (Demand-Side Platforms) for standard 970×250 and 300×250 ad placements—offering buyers greater flexibility and reach.
Strong Industry Support and Strategic Rollout
The Fluid 250H launch is backed by leading supply and demand partners, ensuring widespread adoption.
- Freestar and other premium publishers will drive publisher adoption, enabling seamless integration into their ad inventory.
- Infillion and MediaMath DSP will provide scalable media buying solutions, ensuring advertisers achieve premium placements.
- Three major brand campaigns will showcase Fluid 250 in action, demonstrating its effectiveness in delivering high-impact digital advertising experiences.
“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,” said Heather Carver, CRO, Freestar. “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.”
The Future of Digital Advertising is Fluid
With the launch of Programmatic Fluid™ 250, ResponsiveAds is ushering in a new era of high-performance, adaptable advertising that bridges the gap between creativity, efficiency, and scale. Advertisers, agencies, and publishers alike can now harness full-bleed, responsive ad formats to maximize engagement and revenue—without the constraints of outdated, fixed-size display ads.