I've a content website that presents ads.

Now, my team want to optimize it for a better experience for the users. (we really believe our ads are good for our users.)

We are sure that every website deals with this issue and there must be some known ways and methods to deal with it, that smart people thought of before.

so what i'm looking is a tested, working method to optimize ads.

for example:

• if i was asking about optimizing my website in Google, I would expect you to answer me: learn SEO

• if i was asking about optimizing the use of my website: usability testing.

• navigation: information architecture

what is the field that deals with optimizing ads?