I wouldn’t recommend incorporating blank ads in your site though – just ensure you keep the ad content fresh and you should be fine when it comes to ad burnout.

I think that as long as you keep the ad creatives and copy fresh and updated, you should prevent or reduce ad burnout without having to play around with your design and risk upsetting your visitors.

The problem I have is if people start downloading them ‘en masse’ or if they come installed as standard in certain browsers – this could have huge consequences for the way content is currently served.

Lars-Christian – Thanks for your comment; you make some really good points. I agree that it is important to sell your traffic to all audiences – there is no point running ads specific to a single country if your audience is global.

You also make an interesting point that visitors may already be suffering from ad burnout before they even get to your site if you are running the same campaigns as everyone else. Aim for some originality and keep ads relevant in order to maximise your revenue.

So geotargeting is most definately something that should be considered when trying to get the most out of your ads. Even though you might be with a network that sells a lot of ads, they might be serving the same ones over and over again to some people from various parts of the world. And naturally, if you truly want to take advantage of your site’s revenue potential, you should try and sell your non-US traffic as well, not just let it default.