So, Google is removing the Ads Balance feature from Adsense this month come May 20th. This Adsense feature which seemed probably ok for many Publishers wasn't after all good for the majority and Google is retiring it.
The Adsense Ads Balance feature was introduced back in 2017 allowing them to create a great ads experience. It allowed users to reduce the number of ads they show to their visitors. Finding the right balance between the number of ads you show and the user experience on your site can lead to better overall engagement with your content. That was Google's thoughts based on Adsense users feedback. But as time has been going on, many users came to dislike it. So, Google is removing the Ads Balance feature from Adsense this month come May 20th.
With Ad balance, publishers are able to see how changes in the volume of ads they show affect their earnings and find the balance that makes the most sense for them and their users.
By only showing best-performing ads, Publishers may see a minimal drop in their earnings. However, these changes may result in an overall earnings increase, since an improvement of the user experience often leads to users staying longer on your site and engaging with more of your content.
This Adsense feature which seemed probably ok for many Publishers wasn't after all good for the majority and Google is retiring it.
The tech giant Google says that this decision of retiring the "Ads Balance" was made based on feedback from publishers. And also that they will instead be developing further blocking tools for low-quality ads in the future.