Google has announced that it soon will downgrade mobile pages in its search rankings if they carry ads that obscure content. Such ads "provide a poorer experience to users than other pages where content is immediately accessible," explained Doantam Phan, a product manager at Google. Techniques that reduce the accessibility of content include showing users a popup that covers the main content, displaying a standalone interstitial that users have to dismiss before accessing the main content, and using a layout that places an ad above the fold.