More Ads Don't Always Mean More Revenue

It's easy to assume that displaying more ads on a website will automatically generate more revenue. And to some extent, that can be true. But it's not quite that simple.

Adding ad placements can increase impression volume in the short term. However, if those ads slow down the website, cover the content, or become too intrusive, they can end up hurting the user experience.

And when visitors leave because browsing becomes frustrating, that's also a lost monetization opportunity.

The goal shouldn't simply be to display more ads. It's about finding the right balance between advertising revenue and user experience.

A Good Ad Experience Matters

Today, people expect websites to be fast, easy to navigate, and accessible, especially on mobile.

When ads constantly interrupt browsing or make content difficult to access, they can have the opposite effect of what's intended. Visitors may spend less time on the site, be less likely to return, or simply decide to install an ad blocker.

This is exactly the issue the Coalition for Better Ads set out to address with its Better Ads Standards.

Based on research involving more than 150,000 consumers, these standards identify the ad formats and experiences most likely to frustrate users and encourage them to install ad blockers.

Inventory Quality Is About More Than Impressions

For advertisers, inventory volume isn't the only thing that matters.

They're also looking for quality environments where their ads have a better chance of being seen and capturing people's attention.

A well-thought-out advertising experience can help improve viewability, encourage visitors to spend more time on a website, give them a reason to come back, and protect the publisher's credibility.

Ultimately, all of this can make inventory more attractive to advertisers.

What Do the Better Ads Standards Actually Mean?

The purpose of the Better Ads Standards isn't to reduce advertising across the web, let alone eliminate it.

It's about avoiding the most disruptive ad experiences, whether on desktop, mobile, apps, or video content.

The Better Ads Experience Program supports the adoption of these standards to help improve online advertising for consumers.

And improving the ad experience doesn't necessarily mean removing a significant number of ads from a website.

It's more about making the right choices: selecting appropriate formats, placing them thoughtfully, and managing their frequency and behaviour so they don't interfere with the browsing experience.

Our Approach at M32

At M32, we believe a good monetization strategy should consider both advertising revenue and user experience.

That's why we participate in the Better Ads Experience Program and are listed in its registry.

When helping our publisher partners optimize their inventory, we look beyond ad format performance. We also consider viewability, ad behaviour, page load speed, and how advertising affects the overall user experience.

Because at the end of the day, our goal isn't simply to generate as many impressions as possible. It's to help publishers build sustainable advertising revenue without compromising the quality of their websites.

More ads don't always mean more revenue. Sometimes, a better user experience is what makes the biggest difference.