Ads in Conversation Replies

In order to avoid ad clutter in replies, we have recently updated the logic behind the frequency and placement of ads in Conversation replies.

Goals

• Avoid ad stacking
• Decrease ad density by increasing intervals between ads
• Mitigate loss of revenue by keeping ads in reply threads with enough spacing to balance the UX.

Logic Updates

Footer Ad

• First, check if the last comment has an ad:
  • If so:
    • don't load the footer ad
    • apply any CSS related tweaks (eg. remove extra whitespace)
  • If not, load the footer ad

Example 1

Reply Thread Ads

Let the default ad interval be x.

• If the parent comment of this reply thread has an ad OR
• if the next comment after the parent comment has an ad:
  • 2x - double the ad interval for this thread for less ad cadence
• If neither parent nor next comment has an ad:
  • 1x - no change to ad interval

Example 2

Special Case

• If the final reply in the thread lands on an ad interval AND
• if there is a next comment:
  • show ad
• Otherwise, don't show ad

Example 3