Ad layout is a very important component of your domain's monetization potential. While it may be tempting to load your site up with excessive ad units to generate additional revenue, this is a short-term solution with long-term consequences due to penalties from exchange partners for this practice.
Underdog Media partners with premier ad exchanges who require their publishers to adhere to strict publisher guidelines - common ad layout violations to publisher guidelines are listed below. These violations, in addition to invalid traffic, unsafe content and copyright infringement, are the most common reasons that domains are relegated to global blocklists, resulting in termination of Underdog Media tags.
Major Ad Layout Violations*:
- Egregious ad density – more than 5 ads in view on desktop, or more than 2 in view on mobile.
- Best Practice: Limit ads in view to fewer to occupy 30% of the space on the page or less. Excessive ads reduce the value of your domain to advertisers. Domains trafficking pages with the lone purpose of garnering ad impressions (pages with ads only, or mostly ads) will be terminated.
- Best Practice: Limit ads in view to fewer to occupy 30% of the space on the page or less. Excessive ads reduce the value of your domain to advertisers. Domains trafficking pages with the lone purpose of garnering ad impressions (pages with ads only, or mostly ads) will be terminated.
- Layered Ads - adhesion ads layered over other adhesions. This is considered ad fraud.
- Best Practice: Do not layer adhesion units. Adhesion units by definition should be 100% viewable. Layering adhesions or covering them with other ads or content so that the ad is not viewable is ad fraud.
- Best Practice: Do not layer adhesion units. Adhesion units by definition should be 100% viewable. Layering adhesions or covering them with other ads or content so that the ad is not viewable is ad fraud.
- No original content viewable above the fold.
- Best Practice: Make sure that your content is unique, original, safe and IN VIEW. This means you should have some content above the fold. We recommend that at least 50% of your screen above the fold is composed of unique and original content. Content recommendation ads are not considered original page content.
*These are major ad violations that result in global blocking by exchange partners and subsequent termination of tags by Underdog Media.
- Best Practice: Make sure that your content is unique, original, safe and IN VIEW. This means you should have some content above the fold. We recommend that at least 50% of your screen above the fold is composed of unique and original content. Content recommendation ads are not considered original page content.
View our Publisher Guidelines here.
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