joined:Apr 1, 2016
@Steviec79, there are many advantages to using the Ad-Balancer, beyond backup ads.
1- It helps combat ad blindness, showing ads, specially low quality ads will lead to users zoning them out and ignoring them. Place a high quality ad that is relevant to the user alone on a page and the user is more likely to click it.
2- elminating spammy low quality ads. Blocking ads using the Ad-review center is futile as the spammers have developed techniques to avoid being blocked like using mutliple AdWords accounts and target urls. But one thing that remains consistent is that spammers are cheap bast...rds. So by blocking the lowest paying ads you blocks the spammiest ads. Furthermore blocking an ad in ad-review, blocks one ad, but leaves room for next ad, that is the next highest paying ad, so assuming that price determines quality by blocking ads your simply allowing worse quality ads to bubble up. Ad-balancer removes inventory from the auction process, thus reduced supply for equal demand should increase bid prices.
3- page speed, ads slows pages down and chew up the user's band width, why show ads that pay nothing you rather speed things up for your users, then the user might comeback next time.
These are the three main reasons I am sure there are more. But now you do not need to take my word for it. Run an experiment and see the outcome, the addition of the experiment feature directly on the ad-balance pages makes it incredibly easy. Like that you will know if it works in your specific situation. It is a great feature but it is not for all sites.
here are some more threads that discuss the topic: