# Screen Takeover
**Screen Takeover** is an HTML ad solution that expands and takes up the full screen of user mobile. The screen takeover happens only with user initiation. User has to click the ad to initiate expansion.
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#### **Example:**
[](https://manual.eskimi.com/uploads/images/gallery/2021-04/162491564-915945615883189-2356436694917658908-n.jpg)[](https://manual.eskimi.com/uploads/images/gallery/2021-04/162516642-1340394673012076-495646056015311717-n.jpg)
**Live video execution:** [https://bit.ly/3uyq6No](https://bit.ly/3uyq6No)
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#### **How Screen Takeover should be executed?**
Screen Takeover should be executed only on **mobile**. Additionally, it can properly run only with **top-frame targeting** which is found in the approval page.
[](https://manual.eskimi.com/uploads/images/gallery/2021-04/untitled-design-10.png)
While, Screen Takeover is eligible on both **SSP** (Floating ad exchange) and **DSP**.
Eskimi AdOps: the SSP campaign setup for Screen Takeover is in the internal guide [SSP Campaign Workflow and Campaign Setup](https://manual.eskimi.com/books/ssp/page/ssp-campaign-workflow-and-campaign-setup) (staff login needed).
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#### **Limitations**
**Screen Takeover CPM prices cannot be compared with floating ad** as the solution is different. Not all publishers allow full screen takeover this is why CPM will be higher.
**Publisher list will be limited** due to top-frame targeting. So it is necessary to test before execution. It is essential to not plan any whitelist targeting without initial tests.
Not all exchanges allow **top frame targeting** so traffic will be limited due to targeting specifics. Alcohol and betting ads will be eligible based on possible exchanges in the market.
When it comes to performance metrics Screen Takeover doesn't result in high CTR or low CPC. So it is purely **brand awareness solution**.