When any publisher chooses to make their money off advertisements, there’s always a balance between user experience, advertiser demands and publisher’s revenue. 

Our goal is to find that perfect sweet spot between all three.

We have found that when it comes to caring about viewabilty, less is definitely more! 

The more ad units you have on your site, the more each of them is competing for overall viewability, which leads to nothing having a great score. 

By focusing on units that we’ve tried and tested over months and months and know are going to be seen often and for long periods of time, we’re able to earn you more money out of less ads. 

The positions we run: 

  • First sidebar ad
  • Bottom, "sticky" sidebar ad
  • Browser adhesion ad
  • In-Content positions (set for every screenview or less, depending on your settings)
  • Recipe card ad (if you run a recipe card we can target)

Running more than these ad positions, you may be making some more short-term money, but it’s possible you're violating almost every one of our ad partner’s publicly stated policies, including the largest three: Google, OpenX, and AppNexus

If you get banned from those, the bad news is you’re done making money from advertisements as a publisher — their bans are considered “lifetime." Between the three, they power nearly every other ad management company out there.

Even if you’re flying under the radar and not getting banned, it’s also a race to the bottom revenue-wise. Each ad you place lowers your site speed significantly, making other ads low slower and your site load slower. 

A slower loading ad means less users see it for a lower viewability and CTR (click-through rate), two of the things advertisers value most. 

A slower loading site means Google and users like your site less, leading to less traffic.

Worse than that, ads aren’t as simple as, “If one ad makes you $1, two ads makes you $2.” It’s more like two ads makes you $1.50. Worse than that, you continue to get more and more diminishing returns. 

Why? Because ads mostly pay you on CTR and viewability. If you continue to add more ads, there’s less of a chance of a user seeing / clicking on your second, third, fourth, and so on. 

Think about yourself as a user. How many ads can you click on in one screenview? Probably just one! 

That means each additional ad you put into a single screenview is further diminishing the value of your entire inventory. You’re just lowering your price more and more. 

Also, take a look at any of the top 250 publishers on the Internet. Have you ever been on a top site that runs more than five ads, let alone 12+?

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