Contents
Introduction to Ad Load
Ad load refers to the number of advertisements a user sees over a specific period of time. This metric plays a key role in user retention and platform revenue. A high density of ads can create visual noise, leading to user frustration and distraction. Conversely, a lack of advertising material can negatively affect platform revenue, as it misses out on potential ad income.
Some sites, such as platforms with pirated content, can afford a high ad load since they provide users with free content. In such cases, users are willing to tolerate any amount of advertising since they are not paying for access to the content.
Importance of Balancing Ad Load
Evaluating ad load is important because an excess of ads can annoy users and prompt them to avoid viewing or listening to advertisements. This may lead to the installation of ad blockers or switching to other channels. As a result, the platform loses ad revenue. By balancing the level of ad load, user loyalty to the resource can be increased, as well as the frequency and duration of their visits.
For instance, the search engine "Yandex" offers users many options for ad blockers when searching for "adblock." In 2023, researchers analyzed user behavior on web pages and found that some users scroll slowly, while others actively move the cursor. This leads to users who do not actively engage with the content seeing less advertising, intuitively allowing them to regulate their ad load.
How Platforms Calculate Ad Load
Different content hosting platforms use their algorithms to regulate ad load. For example, Meta's services adjust the number and format of ads based on user activity. If a user actively interacts with ads, the platform will show more advertisements. Otherwise, the number of ad spots will increase.
Media platforms often do not disclose the criteria by which ad load is regulated, and this information can only be obtained from independent studies. For instance, FreeWheel studied advertising in video content and concluded that ad load depends on the type of content and the device used for access.
The highest ad load is observed on Smart TVs and gaming consoles, while on other devices the load may vary. It can be assumed that similar parameters are considered by other platforms when calculating ad load, including the frequency of clicks on banners and content format.
How to Self-Adjust Ad Load
Self-regulating ad load is not possible on all platforms. For example, if ads are published manually on social media, users can monitor the number of commercial materials posted. However, the term "ad load" is most often applied to automated ads.
Systems like Google Adsense allow users to regulate ad load using a special slider in the settings. Site owners can choose between a minimum and maximum number of ads, but exact figures are not always available. In Russia, the ability to regulate ad load in the "Yandex Advertising Network" is still limited.
Users creating content on platforms like YouTube can adjust ad display according to the rules of the partner program. They can determine the number of ad breaks and their timing. However, on channels without monetization, ads are automatically embedded according to YouTube's algorithms.