What is Ad Stacking & How does it work?

Ad stacking refers to the method that serves multiple ads on top of each other in the same ad space.

It creates an illusion of a single ad but it is designed by a layered model. It is a form of ad fraud that artificially inflates click spam in click-based campaigns.

One of the most happening ad fraud were CPM and PPC, which leads to inaccurate campaign reporting. Advertisers may end up paying for fake impressions and clicks that were never served. 

Ad stacking is mostly used in mobile apps because of the limited screen space available. To maximize the revenue potential of their ad inventory, they use ad stacking. It is by displaying several ads in the same space.

Thereby increasing the chances of users clicking on at least one of the ads. This means that advertisers can reach more users with their ads. This in turn can generate more revenue from their ad inventory.

What is Ad Stacking

How does ad stacking work?

Ad stacking works by displaying multiple ads on a single page. The ads are usually stacked on top of each other, with the ad which is at the top being the most visible.

The user can scroll through the ads to view them all. Each ad gets displayed for a certain amount of time before the next ad pop-ups.

When a user opens an app, the app requests an ad from an ad network. The ad network then sends multiple ads to the app that have been stacked on top of each other. The app then displays the stacked ads to the user, and the user interacts with the ad.

The ads in the stack get served in a specific order, with the highest-paying ad displayed first. If the user does not interact with the first ad, the app then displays the second ad in the stack, and so on.

This process repeats for all the ads in the stack until the user either clicks on an ad or the ad stack gets exhausted. 

The key to successful ad stacking is to ensure that the ads are relevant to the user. Advertisers must ensure that the ads target the user’s interests and preferences. This can increase the chances for users to click on the ad and increases the revenue generated from the ad.

What is the impact of ad stacking on mobile advertising?

Ad stacking has both positive and negative impacts on the mobile advertising industry. On the positive side, ad stacking allows for an increase in ad revenue for their campaigns.

By stacking many ads in the same ad slot, publishers can display more ads in a limited space on mobile screens. This leads to higher ad impressions and clicks, which increases revenue for publishers.

Ad stacking can also have negative impacts on the mobile advertising industry. One potential issue is the impact on ad viewability.

When there are many ads stacked on top of each other, it would be difficult for users to engage with the ads.  This leads to reducing the viewability of the ads and causes poor user experience. This can be a significant concern for advertisers, who want their ads to get engaged. 

By ad stacking, there is a possibility that leads to ad fraud. Ad fraud occurs when advertisers pay for ad impressions that are not seen by real users. Ad stacking can make it difficult for advertisers to track the performance of their ads.

How do you identify and prevent ad stacking?

1. Use ad verification tools

Ad verification tools can help you track your ad performance. This can also help in detecting any fraudulent activity, including ad stacking.

These tools use algorithms to analyze ad performance data for detecting anomalies. These patterns show if there is any ad stacking or other forms of ad fraud.

2. Monitor click-through rates

Ad stacking can result sometimes in abnormally high click-through rates. It is nothing but it can be like a red flag for fraudulent activity.

So, make sure to monitor your click-through rates to identify any unusual patterns of ad fraud. 

3. Use ad fraud prevention technologies

Ad fraud prevention technologies are such as ad blockers and anti-malware software. These can help to prevent ad stacking and other forms of ad fraud.

Ensure all your devices or systems are safe with the latest anti-fraud technologies.

4. Work with reputable partners

Choose partners who have a reputation for transparency and honesty. This includes publishers, advertisers, and third-party vendors.

Understand the clear guidelines and policies for working together to make a bond. Make sure that everyone is aware of your expectations and standards in ad campaigns.

5. Stay up-to-date

The digital advertising landscape is constantly evolving, and new ad frauds are emerging.

So, make sure to stay informed about the latest industry trends and practices in the industry. So, need to be willing to adapt and adjust your strategies as needed.


Ques 1: What is an ad tech stack?

Ans. An ad tech stack refers to the collection of advertising tools and technologies. This helps in managing and optimizing their digital advertising campaigns.

Ques 2: What is pixel stuffing?

Ans. It refers to the fraudulent practice of adding extra pixels to an ad to make it appear larger than it actually is.

Ques 3: What is Google ad stack?

Ans. Google ad stack refers to the suite of advertising products offered by Google. This includes Google Ads, Display & Video 360, Google Marketing Platform, and AdSense.

Ques 4: What are the 3 layers of Google Ads?

Ans. The three layers of Google Ads are campaign, ad group, and ad.

Ques 5: What are the different types of the stack in tech?

Ans. The different types of a stack in tech include the software stack, hardware stack, and web stack.

Sunil Gill
Sunil Gill

A digital entrepreneur with over 9 years of experience in digital marketing. Over the years, I have developed a strong passion for app marketing and love to create engaging and informative content around it.