It was always expected and as of 02/11/2015 Google has released an update to their mobile-friendly algorithm which penalizes sites using giant app install interstitial ads.
It is common in many websites now that you’ll see giant ads for apps. Well, Google announced that this may start leading to ranking declines.
Google has annoyed it on various social networks, including Google+ Saying:
“Starting today, pages with an app install interstitial that hide a significant amount of content on the transition from the search result page won’t be considered mobile-friendly.
This penalty will be built right into the overall Google Mobile-Friendly algorithm.
You could say this is the second day of Mobilegeddon. Or perhaps not as not many webmasters have published about being hit by the penalty.
Google has provided some advice on the topic
“Instead of full page interstitials, we recommend that webmasters use more user-friendly formats such as app install banners. We hope that this change will make it easier for searchers to see the content of the pages they are looking for.”
Many web users will be happy to see this put into action as it can get frustrating when bombarded with “Install this app” “Install now and collect 100 free credits”
It’s going to be better for content writers as well knowing that people will pay more attention to what they have written rather than the app interstitial.