If you think you’re seeing fewer ads while browsing publisher sites, it’s not your imagination.
With recent redesigns, several publishers have trimmed the ad inventory on their sites. When The Chicago Tribune relaunched last week, designers reduced the number of ads on article pages to five from nine to 11. Hearst Magazines’ sites have been reducing the number of standard units in favor of high-impact ones and native ads that run in the editorial stream. USA Today halved the number of ads on its site when it relaunched two years ago. But in place of standard, low CPM ads, publishers are introducing more high-impact units that they can charge more for because they’re more eye-catching, giving them a better chance of being seen, and give the advertiser a more creative palate, more exclusivity and bigger share of voice on the page via Publishers try crazy idea: fewer ads, higher pricing | Digiday.