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Ad density
The share of the whole page given over to advertising.
Why it matters
Counting ad slots rewards the wrong behaviour. A page with one enormous advert is more committed than a page with six small ones. Ad density measures commitment.
The industry's own standard asks that adverts take up no more than 30% of a phone page. Outhouse treats 30% as the point at which a page begins to take advertising seriously.
How Outhouse measures it
Outhouse adds up the area of every visible ad slot, counting nested slots once, and divides it by the area of the whole page. 30% or more scores in full. Shitely Media placements are measured separately and are not included.
This audit counts towards Ad Load, with a weight of 3. A category is 75% its two highest-scoring audits and 25% all of its audits, weighted, so a site is judged mostly on what it does most and partly on how many things it does.
How to improve your score
Install In-Content. Available on selected plans. See all products.
Related audits
- Labelled ads: Listings, results and products that appear where they do because someone paid for them to.
- Ad slots on the page: Rectangles of the page reserved for advertising.
- Recommendation widgets: Grids of
Around the web
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links at the foot of the content. - Affiliate links: Outbound links that pay the site a commission when the visitor buys something.