Sticky ads: format, placement and when they work

A sticky ad is an advertisement that remains visible while the reader scrolls through the page. Sticky ads, as a format, are especially effective on mobile, where space is limited and this format accumulates more viewable time than a classic banner. But its performance depends on where you place it, how long it stays visible, and how it coexists with other formats.

What is a sticky ad and how does it work?

A sticky ad is an advertisement that stays fixed on screen while the user scrolls through content. Unlike a traditional banner that disappears when you scroll down, the sticky remains anchored to a position: top, bottom, or side. The browser keeps it visible throughout the session or until the user manually closes it.

The mechanism is simple from a technical standpoint: the ad has a CSS property that fixes it to the viewport rather than to the document flow. When the page scrolls, content moves but the ad stays in place. For the user, it's as if the ad accompanies them while they read.

Why viewable time matters more than the number of ads

Programmatic advertising measures performance based on how long an ad remains visible on screen.

A sticky ad accumulates viewable time almost automatically. As the user scrolls through the article, the ad stays there. If the reader spends two minutes on the page, the sticky is visible for most of that time. A classic banner disappears on the first scroll. That difference in viewable time is what makes programmatic buyers value a sticky ad more: they have more opportunities for someone to interact with it.

This doesn't mean you should fill your page with sticky ads. In fact, it's the opposite. One well-placed sticky that doesn't disrupt has more opportunities to accumulate viewable time than three banners that readers close or ignore instantly.

Sticky on mobile vs. sticky on desktop: performance differences

A sticky ad's performance changes dramatically depending on the device. On mobile, where the screen is narrow, a well-positioned sticky ad is one of the most effective formats. On desktop, where there's more space, the impact is lower.

On mobile, a sticky ad anchored to the footer occupies a horizontal strip that the user sees constantly while scrolling. It doesn't interfere with reading if designed well, and the user knows they can close it. Programmatic buyers bid more aggressively for this format on mobile because they know it has higher visibility.

On desktop, a sticky ad on the side or in the corner competes with main content. The user has more screen space and can more easily ignore a side ad. The sticky is still effective, but the advantage over other formats is smaller than on mobile.

That's why many publishers monetizing mobile traffic find that a well-implemented sticky ad is one of their best-performing formats.

Where to place it without the reader closing it in two seconds?

The sticky ad's position determines whether it works or ruins the reader's experience. There are three main positions: top, bottom, and side.

• Sticky in the footer: the best-performing position on mobile. It occupies a horizontal strip at the bottom that the user sees while scrolling, but doesn't interfere with reading main content. The user can close the ad if they wish.
• Sticky in the header: visible at all times, but competes directly with content space. On mobile, where the screen is small, this is more disruptive. Some users close the ad or leave the page.
• Sticky on the side: works better on desktop than mobile. On mobile, a narrow side ad is easy to ignore but also takes up valuable space.

Duration also matters. A sticky ad that remains visible throughout the entire session can tire the user. Many publishers limit viewing time: for example, making it disappear after a certain period or when the user scrolls past a certain point on the page. This reduces fatigue without sacrificing too much viewable time.

One detail many publishers overlook: the sticky ad must have a visible close button. If the user can't close it, the experience becomes frustrating, and that hurts both the publisher and the advertiser.

Sticky combined with other formats: when it creates conflicts

A sticky ad isn't an isolated format. If you already have banners, videos, or native ads on your page, adding a sticky can create problems.

The most common conflict is overlap. If your footer sticky ad and another floating format occupy the same space, they block each other. The user can't close one without closing the other, and both formats perform worse. This is what ad ops professionals call an ad conflict.

Another conflict is density. If the page already has many ads, adding a sticky might exceed the ad density limits that some buyers accept. Some demand partners simply won't bid if they detect too many ads per page.

The solution is to map your positions before integrating a sticky. Know exactly where each format goes, which closes which, and leave enough space for each ad to breathe. A footer sticky and a mid-content banner don't conflict. A footer sticky and an out-stream video also in the footer do.

When is it worth testing a sticky ad on your site?

Not all sites benefit equally from a sticky ad. It depends on your traffic, content, and audience.

A sticky ad has better chances of working if your traffic is mostly mobile. If most of your visits come from phones, a well-placed sticky can change your performance. On desktop, the impact is more variable.

It also depends on how long users spend on your page. If your audience arrives, reads a paragraph, and leaves, a sticky ad has less opportunity to accumulate viewable time. If your content is the type people read for several minutes, a sticky ad has more potential.

Topic matters. In editorial content, sports, finance, or entertainment, a sticky ad usually works well. In highly visual content or with lots of embedded content, it can be more disruptive.

The best way to know if it's worth it is to test. Integrate a sticky in one position, let it run for at least two weeks, and compare your earnings against the previous period. That's more reliable than any theoretical prediction.

How we work with sticky ads: format and placement at ADEQ Media

At ADEQ Media we work with sticky ads. The footer on mobile is usually the best-performing option, but every site is different. Check our complete guide to ad formats to understand how each format fits into your monetization strategy.

What changes when you delegate it is that you don't have to decide alone where it goes. Your dedicated account manager reviews which positions perform on your specific traffic, what other units you have active, and how to place the sticky without it competing with other formats. During the first 15 days of integration, we adjust the position, duration, and combine the sticky with other formats so each has its own space. To learn more about how integration works, check out how to implement header bidding.

All of that happens without you having to touch anything. The Header Script integrates in 48 hours, and our team configures and optimizes the rest. That way you have a sticky ad running without needing to learn ad ops. Evaluate your site and we'll tell you how we can help.