Article as Homepage Toolkit
  • Intro
    • Why the Homepage to Article Page
    • What We Aim to Achieve
  • Audience
    • Surveying your Audience
    • Exploring Surveying Tools
    • Data Analysis: Making Insights
    • Case Study: SLT
  • Wireframing
    • Why Wireframing
    • Wireframing Tools & Resources
    • Case Study: SLT
  • A/B Testing
    • How to A/B Test
    • A/B Testing Tools
    • Case Study: SLT
  • Revenue Strategies
    • Ads within Article
    • Donation Asks
    • Subscriptions
  • RJI Articles
    • Articles Written for RJI
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On this page
  • Why Ads Within Articles Matter
  • Types of In-Article Ads
  • Best Practices for In-Article Ads
  • Tools and Platforms for Managing In-Article Ads
  • Examples of Effective In-Article Ads
  1. Revenue Strategies

Ads within Article

Why Ads Within Articles Matter

For many newsrooms, placing ads within articles is a primary revenue stream. These in-article ads capitalize on high engagement, as readers are already immersed in content, making them more likely to notice and interact with ads. When implemented effectively, this strategy can generate significant revenue without overly disrupting the reader experience.

Types of In-Article Ads

  1. Display Ads – Standard banner ads placed within the body of an article.

  2. Native Ads – Ads designed to blend in with editorial content, making them less intrusive.

  3. Video Ads – Auto-playing or user-initiated videos embedded within articles.

  4. Affiliate Links – Embedded product recommendations or sponsored links within text.

  5. Sponsored Content – Paid articles or sections within an article labeled as sponsored.

Best Practices for In-Article Ads

  • Balance User Experience and Revenue: Avoid overloading articles with too many ads, which can frustrate readers.

  • Optimize for Mobile: Many readers access news via mobile, so ads should be responsive and mobile-friendly.

  • Use Ad Refreshing Techniques: Dynamic ad refreshing can increase impressions without harming UX.

  • Leverage Programmatic Advertising: Use Google Ad Manager, Prebid, or other programmatic solutions to maximize revenue.

  • Ad Placement Optimization: Position ads at natural breaks, like between paragraphs, for better visibility and engagement.

  • A/B Test Ad Performance: Experiment with different ad types, placements, and formats to find the most effective mix.

Tools and Platforms for Managing In-Article Ads

Examples of Effective In-Article Ads

The New York Times – Uses a mix of native and display ads with seamless integration.

The Guardian – Incorporates sponsored content alongside traditional display ads.

BuzzFeed – Leverages affiliate links within editorial content for monetization.

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Last updated 5 days ago

Google Ad Manager – The most widely used platform for ad management and programmatic selling.

Prebid.js – Open-source header bidding technology for maximizing ad revenue.

Ezoic – AI-driven ad optimization platform that improves ad revenue and site performance.

Taboola/Outbrain – Native advertising platforms that allow for content recommendation ads.