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i think youre running in a very, very wrong direction with your ad model as a way to make profitable.
I am using soup mainly to kill free time and i enjoy it because it has nice users and is so simple. 
Soups design ist mimalistic and beautiful, i like it much more to scroll trough pictures on here then on any other of the sites that offer similar service.
With your step to use an ad-banner, always visible on the right side of the site, you are just destroying the things that make using soup so nice.
In my opinion its better to make every so-or-so post an ad because soup would still retain its minimalism. This model paired with an option to buy a
'premium' membership where you dont get any ads.
this would be my model to get some money out of soup and still keep it enjoyably usable for the users.

Don't be the product, buy the product!