Interstitials are ads that play between pages on a Web site, much like television ads play between sections of a program. There are several variations on the interstitial model: some play in the main browser window, while some play in new, smaller windows; some are pre-cached, while some stream ad content as it plays; some provide the ability to create very rich ads, while some focus on smaller, faster-loading ads. Whatever the format, nearly all interstitial ads perform very well, as measured
by both click-through rates and brand recall.