Putting all eggs in one basket is a notorious saying when referring to a bad idea. Whether in terms of investing, content strategy, or even your breakfast order, relying entirely on one option is known to carry risk—and the very same goes for your monetization strategy
While aiming for a safe, low effort approach to website monetization, some publishers might opt to rely on a single ad format (typically standard display banners) to entirely drive ad revenue. But beyond the more obvious drawbacks, like limited revenue potential or overexposure to seasonal dips, this kind of one-track approach can leave website owners vulnerable to a wider range of issues lurking beneath the surface.
For instance, a common drawback is what experts refer to as ad fatigue—a gradual decline in user engagement caused by repeated exposure to the same type of ad in the same placement. Here’s how it tends to play out: over time, users will naturally start to tune out of frequent ad spots, especially when creative and format don’t vary at all. This leads to lower CTRs, viewability rates, and ultimately, weaker ad performance all round.
What’s more, is that a lack in ad format diversity can trigger a paradoxical response. Faced with the mentioned above issues, publishers may attempt to salvage revenue by inserting more of the same ad type across the page. The result? Overloaded layouts cluttered with repetitive banners and pop-ups that frustrate users and pull attention away from the actual content. Fortunately, avoiding this cycle of over-saturation and diminishing returns is simpler than you might expect—and it starts with embracing ad format diversity.
The Right Variety Goes a Long Way
Let’s start with a simple truth: the number of ads on your page isn’t what drives real value. Yes, more ads may lead to more impressions, but too many will almost always backfire as CPMs drop due to overly aggressive ad density. In reality, when it comes to building your ad stack, a quality-over-quantity approach is certainly the way to go, especially if you care about maintaining a positive and engaging experience for your audience.
One of the best ways to apply that is through thoughtful ad format variety. Rather than relying on a single type of ad repeated across your site, combining different formats allows you to create a cleaner layout that avoids visual fatigue and helps tap into a wider range of demands. Let’s take a look at a few formats worth adding to your ad stack.
1. Anchor
Anchor ads are dismissible display banners that stay fixed to the top or bottom of the user’s screen as they scroll. They remain visible throughout the session, making them highly viewable without taking up space within the main content.
Why it works:
They deliver consistent visibility, which boosts impression count and overall revenue potential. Since they stay out of the way of content and are easily dismissible, anchor ads maintain a non-intrusive experience for users—especially on mobile.
2. Article
Article ads are automatically inserted display banners that appear between sections of long-form content. These units are dynamically sized to match the flow of the page, ensuring they fit naturally within articles without disrupting the reading experience.
Why it works:
Because Article ads are embedded directly into the content, they benefit from strong viewability and reader attention. Their seamless placement reduces the feeling of interruption, making them an effective way to generate revenue while keeping the user experience smooth and consistent.
3. Sticky Side Rail
A dismissible sticky ad that stays vertically centered on either the left or right side of the page. This format is best used on wider screens, such as desktop layouts, where there's extra space in the page margins.
Why it works:
Sticky Side Rail ads make use of space that would otherwise go unused, allowing publishers to increase monetization without interrupting the content flow. As mentioned in our previous playbook on ad viewability, since the unit stays in view as users scroll (outside the reading area) it maintains high visibility while preserving a clutter-free experience.
4. Sticky Stack
Sticky Stack fills long sidebars or gutters with multiple sticky ads that cycle vertically—pushing each other up and off the viewport as the user scrolls. This format is best used on wider screens, where there’s ample space alongside the main content.
Why it works:
Sticky Stack makes efficient use of vertical space without interrupting the reading experience. By stacking and rotating multiple creatives in a single sidebar area, it increases ad density without visual clutter. The smooth cycling keeps the experience dynamic, while the off-to-the-side placement ensures content remains the focus.
5. Video
A configurable video player that floats at the bottom of the user’s screen and plays video advertisements. The unit typically activates as the user scrolls, remaining viewable without interfering with the main content.
Why it works:
Video ads are among the highest-earning formats in digital advertising, often commanding stronger CPMs. This floating player ensures high viewability by staying on-screen, while its unobtrusive position at the bottom keeps the user experience intact. When configured thoughtfully, such as muted by default or easily dismissible, it offers strong monetization with minimal disruption.
6. Smart Flex
Smart Flex is a fixed-height display unit that expands to the full width of its container and centers the ad within it. As users scroll, the unit sticks to the top of the screen, maintaining visibility throughout the session.
Why it works:
Smart Flex strikes a balance between prominence and subtlety. Its wide, centered design grabs attention without overwhelming the layout, and its sticky behavior ensures consistent visibility. Because it doesn't intrude on the content itself, it enhances monetization while preserving a clean experience.
7. Hero Banner
The Hero Banner is a large, dismissible display ad that sticks to the top or bottom of the user’s screen. Designed to be bold and highly visible, it captures attention the moment a user lands on the page.
Why it works:
Hero Banners offer immediate visibility for high-impact campaigns without interfering with content interaction. Because they’re fixed and dismissible, users can easily control their experience, making this format ideal for delivering strong brand messaging while maintaining a respectful layout.
Bring These Ad Formats to Your Website
If there’s one universal truth about the gaming and entertainment audience, it’s this: a clean, engaging user experience is not just beneficial, it’s essential, and here at Nitro we understand that better than anyone.
As the trusted monetization platform for over 500 premium gaming and entertainment websites, we’ve helped publishers strike the perfect balance between revenue and user experience—with ad format diversity being a key part of that success. That’s why every format that you’ve read about above (and more) is fully supported on the Nitro platform. We offer flexible, high-performing ad units designed to fit seamlessly into your site’s layout and flow.
And If you’re not sure which formats are the best fit or where to place them, our team is here to help. The Nitro client success team is always on hand to offer guidance, suggestions, and most importantly, help you create an ad strategy that works best for both your ad revenue and your audience.
You can explore these and other formats on our Ad Demo page to get a better sense of how they can fit and elevate your website’s experience.
Nitro is dedicated to reinventing website monetization for the gaming industry. Our ad tech platform combines uncompromised user experience, nitro-speed revenue and service with Net 7 Payouts, same-day support and the industry’s fastest ad loading.