What is an HPTO (Homepage Take Over)?
An HPTO is a homepage takeover where you buy multiple ad placements at once on the homepage of one specific website. This usually includes left and right skins, a header, a rectangle, or a billboard. The goal is full visual dominance and maximum impact.
The creative is tailored to the structure and design of that particular site. HPTOs often come with exclusivity. As a brand, you are the only advertiser visible at that moment. Buying is done directly through the publisher rather than via programmatic platforms. It is less scalable but highly effective when timing and context matter.
What is an APTO (Automated Page Take Over)?
An APTO is an automated page takeover bought via programmatic advertising. It typically includes a skin and a header format, such as a leaderboard or billboard. Unlike HPTO, an APTO can appear across many different websites. The Rich Media technology ensures your creative adapts automatically to each site’s layout.
The key advantage is scalability. You can launch one creative set across many domains without rebuilding for each one. However, you may share the page with other advertisers, and you have less control over the specific context.
Key differences between HPTO and APTO
While both fall under Rich Media, HPTO and APTO differ in important ways:
- Placement
HPTO appears on a single, specific homepage. APTO runs across multiple websites at the same time. - Buying method
HPTO is bought directly from the publisher. APTO is traded programmatically via a DSP. - Creative setup
HPTO creatives are built to match one publisher’s layout. APTO creatives must be adaptable and responsive. - Exclusivity
HPTO often guarantees exclusive visibility. APTO might show alongside other campaigns. - Ad combinations
HPTO gives more freedom to mix formats. APTO typically combines skin and header. - Scalability
APTO scores high on reach and efficiency. HPTO is focused on impact at a specific moment and place.
When to choose HPTO and when to choose APTO
HPTO is perfect for launch moments or high-impact campaigns where visual dominance on a major website is key. Think product reveals, seasonal promotions, or brand repositioning.
APTO works best when your goals include reach, efficiency, and flexible targeting. You can scale quickly, test different audiences, and optimise performance in real time.
Technical considerations for Rich Media takeovers
Both formats require well-built, performance-ready creatives:
- Responsive design across devices
- Fast loading times and optimised asset sizes
- Fallbacks for older browsers or ad blockers
- Measurement of viewability and interaction metrics
With HPTO, you need to align with the publisher’s layout templates. APTO creatives must be more flexible and technology-driven.
Combining HPTO and APTO in your strategy
The most effective display strategies combine both. Use HPTO for momentum and high brand impact. Follow up with APTO to extend reach and build frequency across a wider network.
This mix allows you to balance branding and performance and get more out of your display budget.
Curious about Rich Media options?
At Forge, we help brands and agencies concept, build, and scale Rich Media formats that deliver . Want to explore how HPTO or APTO can fit into your display or programmatic strategy? Let’s talk .