1. To understand the level of priority of advertising revenue.
Many websites include no advertisements at all, and others rely on ad revenue to stay in business. Still others include some ads but not as the primary source of revenue. The designer needs to communicate with the client to understand how much of a priority ads should have in the design. If ad revenue is critical to the business, advertising slots will be one of the most significant factors in the layout. If selling products or services is more important, then the products or services should be given priority in the design over any ads that may be included.

The designer’s job is not to determine how much of a role ads should play in the website’s design and layout, but he or she should make the effort to completely understand the needs and desires of the client in this area. Starting the design process with the right perspective and being on the same page as the client is critical.

2. To design a website that meets the needs of the clients.
Most Web designers would probably prefer never to have to design for ads and to be able to use the allotted space in other ways. However, the client’s needs include a website designed to allow for ad revenue, so these areas must be a part of the design.

3. To design an attractive and usable website that includes ad space.
Regardless of whether ads are a high or low priority, the designer needs to create a website that is attractive and gets the job done. Ads can be a difficult element to work with in the design because of the lost space and the interrupted flow, however, the designer must still create an effective website. If there are a lot of ads on the website, care must be taken to still make the website usable for visitors with minimal interference.

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