Google has decided to remove the policy of limiting AdSense ads to three ads per page. This move can be seen as a response to mobile, on which pages have turned into never-ending streams and a specific ads-per-page policy doesn’t make much sense.
A Google spokesperson confirmed the update to Marketing Land:
“We’re always fine tuning our policies to make sure they reflect the current environment. In one recent change, we stopped limiting the number of AdSense ads that could appear on a page and instead now look at the overall balance of content and ads on a page. We think this better takes into account experiences like infinite scrolling and in-stream video. As always, we encourage publishers to keep the user experience in mind and require they have more original content than ads on the page. “
The Valuable inventory section was updated to reframe the content-to-ad ratio policy from one with specific limitation to one that relies on common sense, as well as giving Google more discretion. In this update, Google “may limit or disable ad serving on pages with little to no value and/or excessive advertising until changes are made.”
Google has chosen to focus on native ad inventory, where they added a responsive ad format for advertisers that can run in native inventory on AdSense publisher sites. and this update cn be seen as a complement to this focus. Google ad units like the vignette that takes over the whole screen on mobile when a user leaves a page are still available.
The update has come around at the same time when Google announced that they’ll be imposing ranking penalties on mobile sites that have “intrusive interstitials” that block access to content and/or isn’t easily closed.