Google is introducing a new service that will enable AdSense publishers to show fewer ads on a particular website.
The "Show fewer ads" functionality was previously limited to those participating in AdSense Labs, but is now available under the "My ads" tab under the new "Ad balance" name.
Google software engineers Spandana Raj Babbula, Rikard Lundmark and Dongcai Shen wrote in a blog post that while showing the best-performing ads may result in a minimal drop in earnings, it may also result in an overall earnings increase since an improvement of the user experience often leads to users staying longer on a website and engaging with more of content.
The feature essentially makes it possible for AdSense publishers to figure out how changes in the number of advertisements displayed will impact revenue.