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# Why did ads appear on my ad unit and then stop?


This article is intended for publishers who noticed impressions for a short time and think something is wrong.

||| Advertisers choose placements themselves. AADS does not assign advertisers to specific websites.

Advertisers independently:
* include ad units
* exclude ad units
* test placements
* optimize campaigns
Because of this, ads can appear and later stop showing.

###### Why an advertiser may stop showing ads

This is a normal optimization process. Common reasons include:
* Testing period finished
* Better performance found elsewhere
* Audience mismatch
* Campaign budget redistribution
* Targeting adjustments (GEO or language)
* Bid lowered below competition
* Campaign paused or completed

|| This does not indicate a problem with your account or ad unit. 

If you have any questions about our platform, feel free to [contact our support team](https://help.aads.com/). We’re here to help 24/7.