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Lightbox ad type

Learn how to have a landing page experience within an ad using the Lightbox ad type

Updated over a week ago


We have added the option to add a URL as the second state for the Lightbox ad type. More info is below!


This is a new ad type where the ad starts as any in-feed layout, but when clicked, it opens either a website or an imported HTML5 page. The ad type is really similar to expandable but has some core differences (the main difference being that the second state is a responsive website or HTML5 import).

Other differences:

  • It can be used both in desktop & mobile

  • First state is always infeed. Users can enter w x h size values.

  • The second view is always fullscreen; the fullscreen in mobile is not like our usual interstitial.

  • User can insert a website URL OR import HTML5 into the second view. No layouts can be chosen.

  • The first state has a secondary gesture icon that indicates that when clicking on it, there will be a pop-up. Users can modify it in the options panel (users can modify the icon + location).

  • Upon opening the lightbox, a close button appears that can be customized in the options panel (upload custom icon & user cannot modify the location).

  • When the view state is shown, a delicate shadow backdrop overlays the rest of the page design to highlight the lightbox.

Important - Lightbox second state requirements:


  1. In the HTML zip package, there must be a file named “index.html”

  2. The HTML content should be designed with best practices in mind for a responsive website. This aims to provide a mini-site experience in the second state rather than merely expanding a banner.

Website URL:

  1. Ensure the webpage URL allows embedding via iframe (check x-frame-options settings). If not permitted, the ad will not display correctly.

Please note that Safe Frame needs to be disabled on your DSP / platform for the creative to be able to expand to a bigger size.

Analytics and Click Actions:

  • Analytical data is currently available only for the first state and for the transition from first to second state.

  • NEXD does not provide any analytics or insights about the second state content being displayed inside the Lightbox format.

  • If you want to add a global click action for your second state, then you need to modify your HTML5 file accordingly: read more here.

Example below:

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