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We use an algorithm to determine which ads are shown on the site. A major factor in this algorithm is initial click-through rate – that's the click-through rate for the ad in its first few thousand impressions for the day. The ads that generate more clicks in those first few thousand impressions are shown more frequently throughout the day, while those that don't generate as many clicks early are given a lower priority.

This is how we make sure that the most relevant ads are shown most frequently.

However, each ad gets a fresh chance each day, as its performance the day, as its performance the day before had no effect on its placement the next day. Most of the time, when an ad experiences a low in impressions, the ad will rebound the next day.