Quizzes are some of the best-performing interactive content you can put on a page – more time on site, more clicks per session, more reasons for a reader to stick around – as our 2025 Quiz Marketing Report<\/a> documents, across 3.13 billion answered questions.<\/p>\n\n\n\n They’re also valuable ad inventory. So the practical question for most publishers isn’t whether to run an ad in a quiz, it’s how much that ad costs in lost completions, and whether the placement changes that cost.<\/p>\n\n\n\n To find out, we took used Riddle’s quiz maker<\/a> to create a seven-question landmarks quiz, “Do You Know the World’s Most Iconic Landmarks?” \u2013 and ran two monetized versions of it side by side. Same everything – questions, answer options, results, and one identical quiz ad.<\/p>\n\n\n\n The only thing that changed was where the quiz ad sat:<\/p>\n\n\n\n We drove comparable traffic to both. But before trusting the headline completion numbers, we did something important: we went into the block-by-block funnel to check where people actually dropped off \u2013 because, as it turned out, the obvious read of the data was the wrong one.<\/p>\n\n\n\n What do you think? How much does an ad cost a quiz?<\/p>\n\n\n\n Before you read our results, cast your vote. When you drop a single ad into a quiz, what share of the people who see it do you think keep going? Vote first, then read on.<\/p>\n\n\n\n Of the people who see an ad inside a quiz, how many do you think continue afterwards?<\/p>\n\n\n\n![\"Introduction](\"https:\/\/www.riddle.com\/blog\/wp-content\/uploads\/2026\/06\/quiz-ads-experiment-introduction.webp\")
<\/figure>\n\n\n\nIntroduction<\/h2>\n\n\n\n
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Reader poll<\/h2>\n\n\n\n