Ad Rotator

Ad Rotator

What it is

An ad rotator lets one ad spot “take turns.” Each page view (or refresh) shows a different creative from a set, so the same space can test ideas, share inventory, and feel fresh to visitors.

Why use it

  • Keep pages from feeling repetitive

  • A/B test headlines, images, and calls-to-action

  • Share impressions fairly across partners or campaigns

How it works 

  • The page or ad server picks from a creative pool using rules (weights, frequency caps).

  • It renders that ad and logs the impression/click.

  • On the next view or refresh, it selects another eligible creative.

Good to know

  • Rotation ≠ personalization; consent may be needed for any tracking.

  • Too many variants can slow pages and muddy results.

  • Avoid swaps after load that cause layout shifts (CLS).

Quick tips

  1. Limit variants to what you can meaningfully test.

  2. Set weights and frequency caps to keep delivery fair.

  3. Track viewability and CTR—don’t judge on clicks alone.

  4. Refresh filter lists and check for broken tags regularly.

    Glossary (A–Z)

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