Expandable

The Expandable creative type starts in a collapsed state and expands to a larger view when the user interacts with it. This is the primary format for conversational ad experiences — chat-style interactions, product exploration, and engagement-focused campaigns.

Expandable formats

When creating an expandable creative, choose one of three collapsed-state formats:

Bubble

A chat bubble icon that appears at the bottom of the page (position depends on the alignment setting — left, center, or right). This is the most recognizable format for conversational creatives — users immediately associate the bubble with a chat interaction.

Avatar

A profile/avatar icon that represents the brand or creative persona. Similar to the bubble but with a distinct visual identity.

Floor

A footer element that sits at the bottom of the page. This provides a larger initial surface area than the bubble or avatar, making it suitable for creatives that need more initial visibility.

Two states

Expandable creatives have two distinct visual states, each configured independently in the Visuals tab:

Collapsed (Initial)

The initial state before the user interacts. Configured under Expandable Initial:

Setting	Description
Alignment	Left, center, or right positioning
Tagline above icon	Optional text label displayed above the collapsed element
Margin	Spacing around the element
Icon	The avatar/icon image and size
Tagline	Text label with optional speech bubble tail
Remove button	Close/dismiss button

Expanded

The expanded state after interaction. Configured under Expandable Expanded, which controls maximum dimensions and alignment. The expanded view contains the full creative content — conversation flow, visual elements, and interactive components.

Interaction triggers

By default, clicking the collapsed element (bubble, avatar, or floor) expands the creative. Additional triggers can be configured in the Delivery tab:

• Bubble trigger — provide an element id on the publisher page that should also trigger expansion (e.g., a page button with id="myBtn")
• Use on load — expand the creative automatically on page load

Mobile behavior

On small screens, expandable creatives adapt their layout automatically:

• The collapsed state positions at the bottom of the viewport
• The expanded state fills the available screen area
• Close button and tagline positioning adjust for mobile ergonomics

Container z-index

The expanded creative uses a maximum CSS z-index value (2147483647) by default, ensuring it appears above other page elements. This can be lowered in the Delivery tab if something like a consent dialog needs to appear above the creative.

Content

Expandable creatives support all the same visual blocks and flow components as banners, including video, slider, form, and custom HTML.

TIP

The success of an expandable creative depends heavily on its collapsed state. Make the initial appearance as compelling as possible — the tagline and icon are your first (and possibly only) chance to engage the user.