: Dropping adverts during responsive design changes I was looking at the new Smashing Magazine design and first of I have to say, it looks great. One thing that grabbed my attention though was

@Gloria169

A lot of this comes down to the advertising contracts you're using on the site. I've not really looked into GoogleAds (for example) so can't comment on that, but I've worked on a number of sites where they've used ad delivery systems that they've controlled the rate cards for.

Typically the RHS ads would be sold at a lower rate than the "in-body" adverts, partly because there are so many of them on there, partly because they are smaller than the in-body ads, and also because they are easier to mentally filter them out and ignore them, while the in-body ones are harder to miss.

Also with a pay-per-click or pay-per-view rate card, you would factor in the fact that the ads might be displayed for a longer period to reach their goals.

Some sites already offer options on having "Sponsored Text Links", and these could be shown on either full size or small designs as needed.

Note that although the bulk of the adverts on Smashing Magazine are in the Right Hand Side they do also have adverts in the main stream of stories and at the top of the articles, all of which stay in place as the window shrinks:

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