Clearing the Clutter: Where Honest Monetization Begins

Many publishers hesitate to upgrade their ad stack. On the surface, things seem fine—some revenue trickles in, the site is up and running. But behind that “seems fine” often hides a deeper issue: an outdated, overloaded, and poorly optimized tech stack held together with the logic of “as long as it runs.”

We’ve seen it all — banners stacked on top of each other, dozens of scripts choking load speeds, video players that conflict or compete. The result? Frustrated users, plummeting metrics, reduced visibility across platforms, and crumbling ad revenue.

Working with sites that have previously been monetized by other partners is practically its own genre. We’ve learned to expect that most projects start the same way: by cleaning up a mess.

Sometimes the clutter is left by shady networks. Sometimes by the publisher themselves, trying to build a system on the fly. And nearly always, the first step is to fix—then build. The goal isn’t just to “clean up the site,” but to build a real system that works for growth—without crutches, extra code, or risky decisions.

The Usual Suspects: What Kills Revenue

We regularly run into the same types of issues:

• The site is overloaded with ad blocks of different formats—hurting speed, user experience, and PageSpeed Insights (PSI) results;
• Video is implemented with violations—autoplay, hidden players, illegal formats;
• Dubious schemes are used that cause a short-term revenue spike but lead to a Google ban;
• The code is a mess: dozens of scripts from various partners make the site suffocate.

All of this feeds into a persistent myth: “The more ads, the more income.” In reality, it’s the opposite. When the user experience suffers, traffic drops, metrics fall, and monetization sinks.

This is especially critical when it comes to video: one wrong decision, and Google shuts off monetization entirely. With no way to restore it. And just like that, the publisher’s site is out of the game.

Is Your Site in Trouble?

Watch for these warning signs:

1. Ads are placed without any connection to user behavior.
2. Pages are too heavy, PSI drops into the red zone;
3. Shady or low-quality video players start popping up.

When these issues appear, the answer isn’t to wipe everything clean. It’s to fix the foundation: keep what works, cut what’s harmful, and build a strategy focused on real, scalable growth.

What a Real System Looks Like

Good monetization isn’t about cramming in as many players as possible and hoping for the best. It’s about:

• Auditing the current setup: identifying weak points and poor decisions;
• Rebuilding the ad inventory: fewer blocks = higher income (yes, it works that way);
• Setting up transparent processes: from correct ads.txt files to clean scripts;
• Testing and adaptation: A/B testing is the best way to find the sweet spot between revenue and user experience;
• Working with ad formats: not cookie-cutter banners and plug-and-play tools, but flexible, premium solutions with high CPM, tailored to the site.

And above all, it’s about finding a partner who gets it — someone who understands your newsroom, your product, and your market. Someone who’s GCPP-certified, so you know it’s all done by the book.

Real Case: How We Helped MyNet Bounce Back

MyNet fell into a common trap: they hired a vendor who installed a video player with prohibited mechanisms. Google shut down their monetization overnight.

We quickly ran an audit, identified the violation, explained what went wrong, helped them replace the player, and pass the review. As a result, the site restored its revenue and now operates fully above board—without fear of being cut off.

What Every Publisher Should Keep in Mind

• Don’t chase short-term profit — it always ends in losses.
• Choose partners with experience, a solid reputation, and an understanding of the media market.
• Follow recommendations — not because it’s “easier for the partner,” but because platforms set the rules.

Monetization isn’t a silver bullet or magic trick. It’s a systematic process that depends on trust, transparency, and a balance between the needs of the publisher, the reader, and the advertiser. Only then will revenue be stable — and the project grow without setbacks or bans.