AppLovin / MAX playable support: mediation formats vs exchange and Growth specs
What current AppLovin docs allow for playables—MAX ad-unit formats, RTB rewarded MRAID off-by-default, and Growth HTML playable specs—without conflating product names.
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 read from the source. 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
- Mediation / MAX publishers: treat interstitial and rewarded ad units as the integration surface; do not invent a Playable ad-unit type.
- DSPs / exchange buyers: assume rewarded MRAID playables are off unless AppLovin enables them; apply the oRTB playable guidelines when enabled.
- UA / Growth buyers: build to the Growth HTML playable specs (≤5 MB single HTML, embedded assets,
mraid.open()).
Applicability table
| Provider / field | Dates | Applies to | Documented change / value | Owner | Next check |
|---|---|---|---|---|---|
| MAX Ad Review format catalogue | Unknown | MAX publishers / Ad Review | Banner, Interstitial, MREC, Native, Rewarded — no Playable column | Mediation eng | Re-read matrix on adapter upgrade |
| RTB rewarded MRAID / playable | Unknown | AppLovin RTB demand | Off by default; contact PoC | DSP / AM | Confirm enablement in writing |
| RTB playable package rules | Unknown | Enabled playable demand | Single HTML; MRAID 2.0; `mraid.open()`; <5 MB; dual orientation | Creative producer | Validate against oRTB page |
| Growth HTML playable specs | Unknown | AppLovin Growth UA creatives | ≤5 MB; base64/base122; no external requests; MRAID 2.0 | UA producer | Preview on AppLovin Playable Preview |
| Playable as MAX ad-unit format | Unresolved as documented format | — | Not evidenced as MAX ad-unit type | Mediation eng | Do not file as MAX format bug |
Download the applicability table.
Limits of this record
This article 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.
