What’s the point of publishing great content if your visitors can’t stand being on your site?
That’s the central challenge facing publishers today. You want to earn a return on the content you invest in. But at the same time, you don’t want to overwhelm readers with so many ads that they bounce in seconds. It’s a balancing act, and getting it wrong can have a serious impact on revenue, engagement, and trust. So, how do you walk that line?
Why Ads Still Matter
First, let’s be clear: ads are not the enemy. For many publishers, advertising is the backbone of the business model. Without it, you wouldn’t be able to fund the content your audience relies on.
But the way ads are delivered has changed. It’s not just about sticking a banner at the top of the page and calling it a day. Formats are more sophisticated. Targeting is more precise. And yes, users are more sensitive to clutter and disruption.
That’s why working with a website advertising network can help publishers get smarter about monetisation. Instead of loading pages with low-quality, interruptive ad units, networks can offer better optimisation, higher-quality inventory, and formats that align more naturally with the flow of the page. Done right, this approach can boost earnings while still respecting the user.
The key is to focus on sustainable monetisation. Not the kind that delivers short-term clicks and long-term damage.
What Users Hate (And What You Can Do About It)
There are a few common issues that instantly turn users off when it comes to ads:
- Pages that take forever to load
- Videos that auto-play with sound
- Pop-ups that block content
- Ads that shift the page while you’re reading
- Excessive repetition of the same ad type
If you’re seeing higher bounce rates, low time on page, or angry comments about usability, chances are your ad experience needs a rethink.
Here are some ways to clean things up:
Reduce layout shifts
One of the most frustrating experiences is when content jumps because an ad suddenly loads in. Prevent this by allocating space for ads ahead of time so the page remains stable.
Cap intrusive formats
Not every ad format needs to be used. Auto-play video, sticky footers, full-page interstitials – use them sparingly. They can be effective, but only when they don’t feel like a slap in the face.
Optimise for mobile
Many ad placements designed for desktop break the mobile experience. Make sure you test across devices and prioritise readability and flow on smaller screens.
Balance the content-to-ad ratio
Too many ads make your page look cheap. Too few and you’re leaving money on the table. A good rule of thumb: every screenful of content should have more editorial weight than ad weight.
Avoid repetitive units
Don’t show the same ad format three times in a row. Mix things up – native, display, in-article – to reduce fatigue and maintain visual interest.
UX Isn’t Just a Design Concern
It’s easy to think of UX as the job of the product or design team. However, ad strategy plays a huge part in how users experience your site. A visually clean page that’s hard to navigate because of constant ad interruptions is still a bad experience.
This is where collaboration matters. Editorial, product, and monetisation teams need to work together. That means understanding:
- Which ad formats perform best without harming engagement
- Where users spend the most time on the page
- What devices your audience use
- How changes in layout or ad density affect return visits
Testing is essential. A/B testing different placements and densities helps you fine-tune the balance. And you don’t need to go all-in at once. Start with small changes and track the results.
Revenue Shouldn’t Come at the Cost of Trust
Trust is hard to win and easy to lose. And poor ad experiences erode it faster than you’d think. When users feel like they’re just a target for monetisation, they don’t come back. They install ad blockers. They stop recommending your content.
That’s not just bad for UX – it’s bad for business.
Instead, think long-term. Prioritise transparency and relevance. Label sponsored content clearly. Keep ads appropriate to the context of your site. And, when possible, give users some control – whether it’s the ability to close a pop-up or limit data tracking.
Respect builds loyalty. And loyal users are far more valuable than one-time visitors who click an ad and disappear.
A Clear Way Forward
It’s not about choosing between revenue and experience. It’s about making them work together. Publishers who prioritise both are the ones that build lasting success.
That doesn’t mean fewer ads. It means better ads, smarter placements, cleaner formats, and a user-first approach. Because if your audience disappears, so does the revenue. And no monetisation strategy is worth that trade.
