AppLovin / MAX playable support: mediation formats vs exchange and Growth specs

AppLovin documentation separates MAX mediation ad formats, AppLovin RTB creative types, and Growth (UA) HTML playable specs. A mediation team should not treat “playable” as a first-class MAX ad-unit format merely because AppLovin exchange or Growth docs describe HTML playables. Announcement dates for these rows are not stated on the cited pages and remain unknown.

What the documentation currently requires

MAX / mediation surface

MAX Ad Review overview lists supported ad formats for mediated networks as combinations of Banner, Interstitial, MREC, Native and Rewarded—not a separate Playable column. That is evidence of how MAX catalogues formats for Ad Review, not a creative packaging guide.

AppLovin RTB (exchange) playable path

AppLovin oRTB creative types documents MRAID support and an explicit Playable guidelines block:

• Rewarded MRAID placements (playable ads) are off by default; interested parties must contact an AppLovin point of contact.
• Playable must be a single in-line HTML file with no external references (images base64-encoded).
• Support MRAID v2.0; both landscape and portrait.
• Click-through via mraid.open() to the app store.
• Should be smaller than 5 MB.
• No auto-click or auto-play audio before first user interaction; disable sound until interaction and when the playable closes; do not touch the DOM until MRAID ready; AppLovin supplies the close button.
• Rewarded MRAID ads have a maximum of 30 seconds; the playable timer does not start until first user interaction.

Growth (advertise) HTML playable specs

Creative specs & guidelines (Growth / promoting apps) states HTML playables must be 5 MB or smaller, a single HTML file, with resources in base64 or base122, no external resources or network calls, dual orientation, MRAID v2.0, mraid.open() for click-through, no first-tap store redirect, and muted audio until interaction.

What is recommendation, not a MAX SDK format

Calling playable a “MAX format” in a mediation integration ticket is not supported by the Ad Review format table or the MAX ad-unit creation path described in AppLovin docs we body-read. Playable support on the exchange is a demand/creative path (rewarded MRAID, optionally enabled). Growth specs govern UA creatives sold into AppLovin, not a publisher MAX adapter checklist.

Who should act, and how

1. Mediation / MAX publishers: treat interstitial and rewarded ad units as the integration surface; do not invent a Playable ad-unit type.
2. DSPs / exchange buyers: assume rewarded MRAID playables are off unless AppLovin enables them; apply the oRTB playable guidelines when enabled.
3. UA / Growth buyers: build to the Growth HTML playable specs (≤5 MB single HTML, embedded assets, mraid.open()).

Applicability table

Download the applicability table.

Limits of this record

This edition body-reads AppLovin/Axon support articles. It does not observe account enablement of rewarded MRAID, certify a creative, or map every mediated network’s playable behaviour through MAX. Product names stay as documented: MAX ≠ AppLovin RTB ≠ Growth.

Research checked 19 September 2026. Local draft; human editorial review and byline assignment pending.