Mistakes in Ad clutter and ad density you should stop now

Mistakes in Ad clutter and ad density you should stop now

Mistakes in Ad clutter and ad density you should stop now

To maximize revenue, major publishers are constantly looking for new ways to display their adverts. However, they frequently forget that the number of adverts has a direct impact on the user experience and begin to clutter the site with too many ads. This is especially true for sites that are still experimenting with a variety of ad types on a modest scale.

Publishers can use a variety of ad units, each providing a distinct purpose in reaching their target audience. It’s critical to understand the different sorts of advertisements accessible to you and how they function, but it’s also critical to understand what works and what doesn’t for your site.

This article explains how fewer adverts will result in greater revenue and a more devoted user base.

What exactly is ad density?

Ad density is the percentage of an ad’s viewable area that is occupied by the actual advertisement. Most advertisers want ad density between 10 and 20%, although certain forms of ads, such as video ads or rich media, may require more space to function properly.

Ad density is determined by the size and placement of advertisements compared to other content.

What exactly is ad clutter?

The number of adverts on the website and how they interact with other components on the page are referred to as ad clutter.

Ad clutter is the same as having too many ad units on a page at the same time. This is a risky position that could drive away valuable readers or cause them to employ ad-blocking software.

The more adverts there are, the more likely users will become overwhelmed and leave your site. However, not enough adverts can result in lower revenue because fewer ads equal fewer ad impressions and clicks from users.

The best answer to this problem is to balance the number of adverts so that they don’t overwhelm people while also generating enough money to meet your cost per click.


While there is a well-defined metric for measuring ad density on mobile devices, there is minimal guidance for measuring ad density on desktop computers.

Ad Density on Mobile.

The height of all adverts within the main page content can be added up and divided by the entire height of the main content area of the page to calculate mobile ad density. On mobile devices, ads take up no more than 30% of the page height.

The Coalition for Better Ads’ mobile ad density requirements is as follows.

Ad Density on a Desktop.

Most publishers are flying blind when it comes to desktop ad density. While the lack of regulations is a good thing, it also means that advertisers and publishers are not on the same page when it comes to ad placement.

Because there are so many distinct placement options in desktop mode, keeping track of ad density gets tough.

Because there isn’t an agreed-upon understanding about how many ads should run in a particular section of a page at any one time, publishers’ hesitation has resulted in a diversity of ad sizes that visitors encounter over and over. There are text advertising, image ads, video ads, banner ads, and everything in between!

Premium ads should not be positioned in places where they could disrupt the reader’s flow of thought or distract them from reading the subject at hand.

Every publisher commits the following ad clutter and ad density mistakes:

1- Direct Transactions

Publishers have no chance of obtaining direct advertising arrangements if their websites are cluttered with advertisements.

Advertisers, for example, will frequently refuse to engage with smaller sites because they believe the sites are too overloaded with adverts. Smaller sites, on the other hand, attract fewer advertisers who need to fill space on them at lower costs, resulting in reduced ad density. Marketers may also refuse to deal with publishers whose advertising has been regarded as excessively invasive by users. However an advertiser’s definition of “intrusive” differs from a user’s meaning, and advertisers are more inclined than publishers to ignore users’ opinions.

2- UX

Many publishers fall into the trap of believing that “more is better” when it comes to ads, so they fill their websites with distracting ads and ad units. This may drive users away from your site, reducing pageviews (and, thus, your revenue).

So, what is the limit?

Put yourself in your readers’ shoes to examine your website’s congestion:

-Are there too many advertisements?

-Is the ad too large?

-Does this advertisement detract from the main content?

3- When supply outnumbers the demand.

When it comes to attracting viewers from the ever-increasing rivalry for ad revenue online, it’s critical to keep supply and demand balanced so that there’s enough interest from advertisers to suit your needs.

Ads and content have a complicated supply and demand relationship. When you add more adverts to your website, you increase your supply. If you boost the supply too much, you risk reducing demand for those advertising.

Ad Density and Ad Clutter Best Practices:

1- Do not exceed 30% ad density: When it comes to mobile ad density, stick to the 30% ad density rule. Over 30 percent ad density is likely to result in decreased engagement and increased ad rejection rates. Your users will be less inclined to engage with your site or app if your adverts are overly invasive (too large). Furthermore, advertising should be positioned in places where users will not mistakenly click on them, which might result in a high number of unintended user clicks, resulting in a poor user experience and ad performance. Finally, publishers should make it simple for users to close ads by including an X button or just positioning the ad at the top of the page.

2- Diversify your ad units: Using both high-impact ads and ordinary display advertising will increase your overall ad revenue while reducing ad clutter on your page. The impression rate of high-impact ad units is higher, resulting in more total impressions per page. Because you are not stacking as much display advertising, your overall ad revenue will increase. Some high-impact ad units are also more effective than ordinary display advertisements and can help you accomplish your overall income goals by reducing the requirement for conventional display ads.

3- Get Interactive Ad Units: If you want to increase your CPMs with fewer overall advertisements, try gamified units, rewarded videos, and so on. With fewer but higher-performing advertisements on your site, interactive units such as gamified units and rewarded videos have the potential to raise your CPMs. This implies you may charge a larger price per impression without compromising the overall user experience—in fact, it may improve it.

4- Ad placement: Ads should not be placed near navigational components. When a visitor has to spend time on your site looking for the “close” or “x” button, they leave in frustration and never return, regardless of how relevant your adverts are.

5- Need for space: Make sure there is enough gap between adverts and content. Ads are designed to capture people’s attention, but if the next click leads them away from vital material when they weren’t expecting it, there’s a good chance they’ll leave straight away—and search engine bots will be less inclined to index that content as well.

6- Keep your advertising above the fold, which implies displaying them without having to scroll down the page first. According to research, consumers who view your ad while scrolling is more likely to stop scrolling, giving them a better impression of your service or product than those who see it after only 10 or 20 seconds of scrolling down the page.

Utilize the Ad Stacking report:

So, how exactly does ad stacking work?

Because several ads are placed in a single ad spot, ad stacking is disguised as ad clutter. While just the top ad is shown to the user in Ad Stacking, impressions (even phony impressions) are recorded for each ad in the stack.

The last thing you want is for advertisers to blacklist your domain or, even worse, for you to lose your ad network accounts as a result of ad stacking, whether deliberate or unintentional. But don’t worry, our AI recognizes Ad Stacking in seconds, allowing you to stay ahead of the competition and avoid ad fraud.

Steps for Troubleshooting: Ad stacking situations are notified in real-time in your PubGuru dashboard.

Step 1: Enter your login and password.

Step 2: Navigate to Policy Reports > Ad Stacking on the left-hand side.

Step 3: Select Expand & View More Data to get viewability metrics, ad stacking details, and so on.

Ensure that your advertising does not break ad setup standards by monitoring the Ad Stacking Report on a regular basis to keep your websites from being suspended for improper behavior.

In addition, our free Chrome addon detects and prevents ad stacking in seconds.

Get started right away by downloading PubGuru Ad Inspector!

Seek Professional Advice

You may boost ad revenue while maintaining user experience by using the optimal combination of ad placements, ad unit placement, and smart testing. Remember to choose ads that are a suitable fit for your inventory and specific site visitors. Focus on performance-based ads rather than volume-based ads and employ these best practices to succeed.