Assessing online advertising user experience is important to avoid driving users away from your site and to provide feedback to advertisers on the quality of their ads. Skyscanner is increasing their advertising inventory, adding modern ads and removing older advertisement. For example, in 2016 “Inline ads” were added on the first position of the flight day view page. In this talk, I’ll will discuss my experience in assessing the quality of ads in Skyscanner beyond only clicks and my journey in enforcing the proper tracking of user experience before, during and after an ad has been clicked.