As announced some weeks ago, Google has updated the ranking algorithm for mobile results. Websites that use full page app install interstitials won’t be considered mobile friendly. Here’s Google’s official statement:
“Starting today, pages with an app install interstitial that hide a significant amount of content on the transition from the search result page won’t be considered mobile-friendly.
Instead of full page interstitials, we recommend that webmasters use more user-friendly formats such as app install banners. We hope that this change will make it easier for searchers to see the content of the pages they are looking for.”
Just like on desktop pages, full page ads aren’t a good idea. Most website visitors will be annoyed by them. If you use them on your web pages, it might be a good idea to remove them.