Interactive Ads

This specification describes technologies relating to content presentation. In general, one aspect of the subject matter described in this specification can be embodied in methods that include the actions of receiving an interactive content item at a mobile device; presenting the interactive content item on the mobile device, the interactive content item being presented with other content; receiving a user input associated with the content item, the user input being one of a plurality of available user inputs associated with the content item; identifying a content item action corresponding to the received user input from among a plurality of content item actions, each associated with a different user input; and performing, using one or more processors, the identified content item action.