User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-26402117-20170121145723

What I like about the high-impact ads:
 * The current upper ad position (.WikiaTopAds) didn't feel as distinct from the content. Neither did the right rail. By pushing the ad above the header, this distinction is clearly made. The site becomes less dependent on banner ads that change height, alongside further placements like the bottom ad that clutter the page and probably get less engagement.
 * Ad performance in general is rather impressive on testing as an anon. Aside from an initial hang of a second or two in most cases, much more smooth. I gave it about eight goes on different wikis before getting some lag on a specific ad, which I reported.
 * I personally lean a lot more towards ads from content creators. Direct ads nail that on the head more and leave things less to pot luck like programmatic ads.

What they could still improve on:
 * Placing the ad above the global header puts a rather heavy premium on vertical space upon first viewing. I'd like to see a responsive solution that is merciful on 768p screens.
 * Would collapsing it after a certain time automatically or with a close button be amenable, so that it could become ~200px (like the top banner does)? Most ads will make an impression (view/click) enough, but not command long-term attention beyond discovery or rediscovery. Collapsing would allow ease of further browsing while being more reasonable than an rate limit. Although I recall that the Back To Top button didn't increase page header engagement, so maybe users returning to the upper area is less of an issue for navigation and fatigue.
 * Possibly less of a reliance on personal recommendation with the advertising in general.
 * Local relevance at a deeper level than vertical-specific advertising would be very welcome. It would strengthen the positive feedback cycle of getting direct ads from content creators; Fandom can use the same interest the user has in the wiki subject to garner impressions from its users. Although this only works for pop-culture topics.
 * I also like the concept of the Rubicon Project.

Also, is there a showcase for the direct ad? It looks visually good.