AdBalance is a recent addition to the primitive Network, having only been completed in April 2005, however this doesn't mean that the site wasn't in development for a long period. Over the previous year and a half, articles and reviews were being written, eZpublish (the CMS) was being customised, and the design was taking shape.

The site is designed for web developers and webamsters who already have established websites, but are interested in ways to monetise their traffic and make money from their web properties. Therefore, it was even more important for the site to be standards compliant and compatible with all browsers, as the site has to be credible to its audience demographic. The design is also quite simple, as speed and usability are the core concepts of the site, and we wanted the content to stand for itself.

The content of the site, as mentioned above, has taken many months to write, and gives personal accounts of the various advertising solutions available to web developers. The authors of the reviews have personally used each of the ad networks reviewed, and do not work for any of them, and such are able to create unbiased reviews. The articles section of the site is also rapidly growing, as we write the articles to response to demand from emails we recieve.