On the mobile Web, app install pop-ups can interfere with your experience. Google is taking steps to make sure they don’t, and has begun testing half-page ads to prompt you to install an app. The change of heart comes as we edge away from ads and towards content; Google says full-page prompts block too much of the content you’re there to see. Google says after November 1, webpages that show full-page app install interstitials after clicking on results in mobile search will no longer be considered mobile friendly. Other full-page ads won’t be affected by this change. It’s a small…
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