{"id":11949,"date":"2023-09-12T00:55:00","date_gmt":"2023-09-11T19:25:00","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=11949"},"modified":"2025-07-16T17:18:47","modified_gmt":"2025-07-16T11:48:47","slug":"expandable-ads","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/expandable-ads\/","title":{"rendered":"Are Expandable Ads Right for You? In-Depth Analysis for Publishers","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#fff1f5\"><em><strong>Expandable ads<\/strong> expands on users&#8217; screens when users interact with them. These ads offer high CTR and brand awareness, but not without security issues.<\/em><\/p>\n\n\n\n<p>Advertising technology is continuously evolving, thus staying ahead of the curve is paramount. So, let us introduce to you expandable ads, which go beyond static banners, offering a canvas for images, text, videos, and captivating rich media content.<\/p>\n\n\n\n<p>Expandable ads promise high <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-calculate-click-through-rate\/\" target=\"_blank\" rel=\"noreferrer noopener\">CTR<\/a>, better viewability, and user engagement by showing larger-sized ads containing images, text, video, and <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/rich-media-ads\/\" target=\"_blank\">rich media content<\/a>. According to a study, <a aria-label=\" (opens in a new tab)\" href=\"https:\/\/marketingland.com\/study-finds-rich-media-and-video-improves-digital-ad-engagement-dg-mediamind-37147\" target=\"_blank\" rel=\"noreferrer noopener\">expandable ads encourage 0.16% users to click<\/a> on ads in comparison to banner ads where this number is 0.10%. And we all know that advertisers have an affinity for high viewability inventory. But is the promise of these ads worth it?<\/p>\n\n\n\n<p>Yes, there is high CTR, however, there is always a concern for bad user experience and security issues. So, let\u2019s dive into the topic and hope by the end you will know whether to go for expandable ads or not.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#What_Are_Expandable_Ads\" >What Are Expandable Ads?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#Top_3_Benefits_of_Expandable_Ads\" >Top 3 Benefits of Expandable Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#How_Can_Publishers_Leverage_Expandable_Ads\" >How Can Publishers Leverage Expandable Ads?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#Security_Risks_of_Expandable_Ads\" >Security Risks of Expandable Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#In_Closing\" >In Closing<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#Frequently_Asked_Questions_by_Publishers\" >Frequently Asked Questions by Publishers<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-are-expandable-ads\"><span class=\"ez-toc-section\" id=\"What_Are_Expandable_Ads\"><\/span>What Are Expandable Ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Expandable ads are <a href=\"https:\/\/www.adpushup.com\/blog\/rich-media-ads\" target=\"_blank\" rel=\"noreferrer noopener\">rich media ads<\/a> that expand from their displayed ad size to outside the iFrame to other bigger sizes when users interact with them. Due to this interaction, these ads create better interaction possibilities and can deliver more information to interested users. For instance, these ads can show video clips of a game, information about upcoming sales, or trailer of a movie that might interest users.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads.png\" alt=\"expandable ads\" class=\"wp-image-11950\" width=\"640\" height=\"360\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads.png 1280w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads-300x169.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads-1024x576.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads-768x432.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads-150x84.png 150w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/figure><\/div>\n\n\n\n<p>In<a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-ads-vs-display-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\"> display advertising<\/a>, click-to-expand ads can expand to sizes as large size as 728&#215;270 pixels. Generally, these click-to-expand ads look like any other ads on a webpage, however, as soon as users click on these ads, they expand on the screen (might take up to 70% to 100% screen) giving users all kinds of minute details they would want to know about the product or the brand.<\/p>\n\n\n\n<p>With these ads, publishers can generate revenue out of <a href=\"https:\/\/www.adpushup.com\/cpc-calculator\/#:~:text=CPC%20(Cost%20Per%20Click)%20%2D,mille%2C%E2%80%9D%20%3D%201%2C000%20impressions.\" target=\"_blank\" rel=\"noreferrer noopener\">cost-per-click<\/a> (CPC) or <a href=\"https:\/\/www.adpushup.com\/blog\/cpc-vs-cpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">cost-per-impression<\/a> (CPM) campaigns. Keep in mind that you&#8217;ll generate earnings from CPC expandable ads when a user clicks on the ad to visit the advertiser&#8217;s landing page, and not when a user simply clicks to expand the ad.<\/p>\n\n\n\n<h3>Some <strong>Popular expandable ads banner sizes<\/strong><\/h3>\n\n\n\n<p>These ads are designed in two sizes for two states. A small size is called an \u2018invitation state\u2019 and a large one is called \u2018expanded state\u2019.<\/p>\n\n\n\n<h4><strong>Invitation state unit sizes<\/strong><\/h4>\n\n\n\n<p>120&#215;600, 160&#215;600, 200&#215;200, 250&#215;250, 300&#215;250, 300&#215;600, 336&#215;280, 468&#215;60, and 728&#215;90<\/p>\n\n\n\n<h4><strong>Expanded state unit sizes<\/strong><\/h4>\n\n\n\n<p>240&#215;600, 320&#215;600, 400&#215;200, 500&#215;250, 600&#215;250, 672&#215;280, 468&#215;180, and 728&#215;270; corresponding with the previous invitation state unit sizes.<\/p>\n\n\n\n<h2 id=\"h-top-3-benefits-of-expandable-ads\"><span class=\"ez-toc-section\" id=\"Top_3_Benefits_of_Expandable_Ads\"><\/span>Top 3 Benefits of Expandable Ads <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Here are some significant advantages of expandable ads that you must be aware of: <\/p>\n\n\n\n<h3><strong>Encourages user engagement<\/strong><\/h3>\n\n\n\n<p>Expandable ads are designed to <a href=\"https:\/\/www.adpushup.com\/blog\/measuring-and-increasing-user-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">get clicks or responses<\/a> (by adding call-to-action texts) from the users. Furthermore, upon expanding, these ads can provide more details that increase brand awareness.<\/p>\n\n\n\n<h3><strong>Opportunity to show more details<\/strong><\/h3>\n\n\n\n<p> Expandable ads are designed in two states. And, only interested users will click on the smaller one and get to the larger ad size (state). This gives advertisers an opportunity to deliver more details to only interested users.<\/p>\n\n\n\n<h3><strong>Higher CTR<\/strong><\/h3>\n\n\n\n<p>Because of the action-driven expansion <a href=\"https:\/\/www.adpushup.com\/blog\/6-simple-things-you-can-do-to-increase-your-ad-ctr\/\" target=\"_blank\" rel=\"noreferrer noopener\">users tend to click more on ads<\/a> and increase chances to finally reach the advertiser\u2019s landing page. And we all understand the correlation between clicks and ad revenue earned via these expandable ads.<\/p>\n\n\n\n<p>In totality, expandable ads benefit advertisers by giving them what they aspire for\u2014interested audience. And, happy advertisers mean better revenue for publishers.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"How_Can_Publishers_Leverage_Expandable_Ads\"><\/span>How Can Publishers Leverage Expandable Ads? <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As a seasoned publisher, here&#8217;s how you can leverage expandable ads: <\/p>\n\n\n\n<h3>1. Collaborate with Advertisers<\/h3>\n\n\n\n<p>First off, publishers should actively collaborate with advertisers to create engaging expandable ad campaigns. By working closely with brands, publishers can ensure that the ads align with their content and resonate with their audience.<\/p>\n\n\n\n<h3>2. Implement Responsive Design<\/h3>\n\n\n\n<p>Second, make sure that your website is designed to support ads that can expand seamlessly. <a href=\"https:\/\/www.adpushup.com\/blog\/responsive-display-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Responsive design<\/a> is crucial to ensure that these ads display correctly on various devices, including desktops, tablets, and smartphones.<\/p>\n\n\n\n<h3>3. Monitor Performance<\/h3>\n\n\n\n<p>Regularly monitor the performance of expandable ads on your website. Use analytics tools to track metrics such as <a href=\"https:\/\/www.adpushup.com\/blog\/6-simple-things-you-can-do-to-increase-your-ad-ctr\/\" target=\"_blank\" rel=\"noreferrer noopener\">CTR<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/5-ad-engagement-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">user engagement<\/a>, and revenue generated. Adjust your ad strategy based on the insights you gather to maximize results.<\/p>\n\n\n\n<h3>4. Prioritize User Experience<\/h3>\n\n\n\n<p>While these ads are designed to engage users, it&#8217;s essential to strike a balance between user experience and advertising. Thus, you need to make sure that ads are not overly intrusive or disruptive, as this can lead to a negative user experience and potentially harm your website&#8217;s reputation.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Security_Risks_of_Expandable_Ads\"><\/span><strong>Security Risks of Expandable Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ads that expand on the user\u2019s screen can be abused as an entry point for hacks. Randy Westergren, a Delaware-based security researcher found, iFrame busters used to expand ads <a href=\"https:\/\/randywestergren.com\/xss-vulnerabilities-in-multiple-iframe-busters-affecting-top-tier-sites\/\" target=\"_blank\" rel=\"noreferrer noopener\">make a site vulnerable to attacks<\/a>.<\/p>\n\n\n\n<p>Let&#8217;s start from the start. Ad units are given a fixed \u2018frame\u2019 or iFrame on webpages to display creatives. Then we have two types of iFrame \u2014friendly iFrame and non-friendly iFrame. The former one has the same domain as the hosted webpage domain. This iFrame allows the content of the frame to \u2018break out\u2019 and take up more than the allocated space. <\/p>\n\n\n\n<p>Next, non-friendly iFrame has a different domain than the hosted webpage and do not allow the expansion beyond the allocated space, making things tricky for the expandable ads to work. This is because ad code has a different domain than the hosted domain. To tackle this problem, iFrame Buster comes into the picture. <\/p>\n\n\n\n<p>An iFrame buster code is added to allow the expansion of ads beyond their frame limit. According to Randy Westergren, iFrame buster can be exploited by an attacker in a DOM-based cross-site scripting (XSS) attack. XSS or cross-site scripting is a client-site code injection attack. Meaning, during the expansion of ads, iFrame buster provides a window for attackers to push their malicious code using XSS.<\/p>\n\n\n\n<p>So, publishers need to be cautious about similar attacks while implementing expandable ads.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"In_Closing\"><\/span>In Closing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In conclusion, expandable ads offer publishers a valuable opportunity to enhance user engagement, increase ad revenue, and deliver a more tailored advertising experience. <\/p>\n\n\n\n<p>By embracing this <a href=\"https:\/\/www.adpushup.com\/innovative-ad-formats\/#:~:text=AdPushup%20provides%20high%2Dimpact%20ad,experience%20to%20your%20website%20visitors.\" target=\"_blank\" rel=\"noreferrer noopener\">ad format<\/a> and focusing on collaboration, user experience, and performance tracking, publishers can unlock their full potential and thrive in the ever-evolving landscape of digital advertising.<\/p>\n\n\n\n<h2 class=\"has-text-align-center\" id=\"h-frequently-asked-questions-by-publishers\"><span class=\"ez-toc-section\" id=\"Frequently_Asked_Questions_by_Publishers\"><\/span>Frequently Asked Questions by Publishers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1669015023238\"><strong class=\"schema-faq-question\">1. <strong>Do expandable ads alter the webpage layout?<\/strong><\/strong> <p class=\"schema-faq-answer\">No. Once expanded, the ad will appear as a layer on a user\u2019s screen. The rest of the content will remain intact under the ad. Also, users can minimize\/remove expanded ads anytime they want.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1669015040711\"><strong class=\"schema-faq-question\">2. <strong>Do expandable ads annoy users?<\/strong><\/strong> <p class=\"schema-faq-answer\">When implemented correctly, expandable ads maximize only when users click on them. For these ads to be less disruptive, expandable ads shouldn\u2019t expand more than double their initial height and width. If these ads adhere to the <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6008942?visit_id=636929827353103092-1941785020&amp;rd=2\" target=\"_blank\" rel=\"noreferrer noopener\">best practices<\/a> then user experience can be made better.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1669015056909\"><strong class=\"schema-faq-question\">3. <strong>How can AdSense publishers add expandable ads on their sites?<\/strong><\/strong> <p class=\"schema-faq-answer\">All <a href=\"https:\/\/www.adpushup.com\/for-adsense-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdSense publishers<\/a> are eligible for these ads. If you have added AdSense code to your website without alteration and enabled image ads, then you place can expandable ads. But note that AdSense doesn\u2019t provide expandable ad services in a few geographical locations.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Expandable ads expands on users&#8217; screens when users interact with them. These ads offer high CTR and brand awareness, but not without security issues. Advertising technology is continuously evolving, thus staying ahead of the curve is paramount. So, let us introduce to you expandable ads, which go beyond static banners, offering a canvas for images,<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":60,"featured_media":11950,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6447],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Are Expandable Ads Right for You in 2023? A Guide for Publishers<\/title>\n<meta name=\"description\" content=\"Expandable ads expand on users&#039; screens, promising high CTR and brand awareness. Get free access to our exclusive analysis on such ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Are Expandable Ads Right for You in 2023? A Guide for Publishers\" \/>\n<meta name=\"twitter:description\" content=\"Expandable ads expand on users&#039; screens, promising high CTR and brand awareness. Get free access to our exclusive analysis on such ads.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Deepak Sharma\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Expandable-Ads.png\",\"width\":1280,\"height\":720,\"caption\":\"Expandable Ads\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/expandable-ads\/\",\"name\":\"Are Expandable Ads Right for You in 2023? 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