Processes, devices, and articles of manufacture are disclosed for managing the display of advertisements on a web page. Each may be configured for steps that include determining the length of a portion of web page content, assigning a priority to each of a set of advertisements for display on a web page, selecting advertisements for display on a web page, determining the difference between said length of said portion of web page content and the cumulative length of said selected advertisements, and if the length of the advertisement exceeds said difference then omitting the advertisement and selecting another.