Part 3: Strategies for Improving Viewability With Ad Unit Settings


Lesson Overview + Resources:

In this lesson, we’ll break down the second of two unique ways of improving ad viewability: updating the settings on your chosen ad units.

Keeping in mind that getting your ad unit settings exactly right to maximize revenue is an almost impossible task, here are several strategies that can help you get started including:

  • Incorporating lazy loading
  • Testing different refresh settings such as time between refreshes, total refreshes, refreshing only with in-view, and more

Here are additional resources pertaining to the lesson above:

Read the Transcript:

The second category of optimizations that can be made are to the settings on ad units themselves. These are much more difficult changes to execute for a few reasons:

First, they require much more technical knowledge to execute.

Second, getting the exact balance of settings to maximize revenue is tough and varies heavily on each unit, in each place you might use it, so it requires a lot of testing and adjustments to “dial it in.”

And third, beyond just dialing in the right settings, it is actually more beneficial to adjust the settings based on different factors of each user session, essentially creating a unique combination of settings for each viewable impression served, meaning there is no way to do it with human or manual control.

This is precisely why we’ve built AI and machine learning algorithms that dynamically manage ad unit settings and change refresh behavior, on an impression by impression basis, to maximize both viewability and revenue.

While they may be difficult to use as an independent publisher, understanding what levers you can pull is still very important. Some of the most important settings you can adjust on your ad units themselves include:



First, let’s talk about lazy loading.

It may be best to choose to lazy load your ads so that you aren’t loading ads (or making ad calls) until the user scrolls to a place where the ad unit is viewable. This can help to ensure that no ad calls are made when the ad unit is out of view, thus increasing viewability ratings.

It is important to note that this is not a blanket recommendation, and sometimes choosing to use lazy loading features can reduce ad revenue without creating a large enough effect on viewability to make it worth it. It is absolutely something that should be evaluated on a case by case basis, and will depend heavily on the placement of the ad unit in question.

So, just please keep in mind that this is something you should test on different ad units and placements, and not consider a standard recommendation across the board.