diff --git a/apps/web/src/lib/feedAds.js b/apps/web/src/lib/feedAds.js
index a84ec19..9311b09 100644
--- a/apps/web/src/lib/feedAds.js
+++ b/apps/web/src/lib/feedAds.js
@@ -86,9 +86,14 @@ export async function fetchFeedAds(count, { src = 'feed' } = {}) {
   const hit = cache.get(key);
   if (hit && Date.now() - hit.at < CACHE_MS) return hit.items;
 
+  // style=card, not the default single line. These items sit between real blog
+  // posts that each have a headline, a picture and a few paragraphs, and a bare
+  // sponsored line next to them does not read as restrained — it reads as
+  // broken, and gets scrolled past. The card carries the advertiser's own
+  // artwork, headline, body and call to action.
   const url =
     `${CRAWLPROOF}/api/ads/feed?slot=${encodeURIComponent(AD_SLOT)}` +
-    `&as=fields&n=${want}&src=${encodeURIComponent(src)}`;
+    `&as=fields&style=card&n=${want}&src=${encodeURIComponent(src)}`;
 
   let items = [];
 
@@ -157,9 +162,16 @@ function toItem(ad) {
     title,
     summary: typeof ad.body === 'string' && ad.body ? ad.body : null,
     content_html: typeof ad.html === 'string' && ad.html ? ad.html : null,
+    // A starting date only. interleaveAds overwrites it with one derived from
+    // the post the ad ends up following, because readers order by date and this
+    // one would otherwise float the ad to the top of the river.
     published_at: isoOrNull(ad.publishedAt),
     author: null,
-    image_url: null,
+    // The advertiser's artwork, carried the same way a crawled post's picture
+    // is. It is already inside content_html, but a great many readers render
+    // only the thumbnail in a list view, and an item with no picture beside
+    // items that all have one is the one that looks like filler.
+    image_url: typeof ad.imageUrl === 'string' && ad.imageUrl ? ad.imageUrl : null,
     sponsored: true,
   };
 }
diff --git a/packages/feed/src/syndicate.js b/packages/feed/src/syndicate.js
index 954581f..65c556b 100644
--- a/packages/feed/src/syndicate.js
+++ b/packages/feed/src/syndicate.js
@@ -144,9 +144,26 @@ export function adSlotsFor(total, { every = AD_EVERY, max = AD_MAX } = {}) {
 /**
  * Place sponsored items among real ones.
  *
- * Pure and index-based rather than date-based on purpose: the caller has
- * already sorted the river, and an ad carrying today's date would otherwise
- * sort itself to the top of every feed regardless of where it was meant to sit.
+ * Position in the document is only half the job, and the half that does not
+ * matter. **Readers sort by date**, so where an ad *sits* in the XML is
+ * irrelevant next to what date it carries — and an ad dated "now" floats to the
+ * top of the river no matter which index it was written at.
+ *
+ * That is not hypothetical. The first version of this shipped ads dated to the
+ * start of the current UTC day, which is *newer than most of the feed*: the
+ * directory is a river of other people's blogs and the newest post is routinely
+ * a day or more old. All three ads therefore sorted above every real post, and
+ * because they shared one timestamp they arrived as a block of three
+ * advertisements at the top of the feed. Precisely the thing nobody opens.
+ *
+ * So each ad is re-dated to sit just behind the post it follows — one second
+ * older, which is enough to order it and small enough that it reads as
+ * contemporary with its neighbours. Document order and reader order then agree,
+ * and the ads are spread through the river instead of stacked on top of it.
+ *
+ * Re-dating is safe because identity is the guid, not the date: a reader that
+ * has already stored the item keeps whatever date it first saw, and one that
+ * has not gets an item that sorts where we intended.
  *
  * A list shorter than one full interval gets nothing. A six-post feed cannot
  * carry an ad without the ad becoming the feed, and the same rule already
@@ -170,7 +187,7 @@ export function interleaveAds(items, ads, { every = AD_EVERY, max = AD_MAX } = {
     // having ended in an advertisement, and costs the slot nothing to skip.
     const boundary = (i + 1) % every === 0 && i + 1 < items.length;
     if (boundary && placed < max && placed < ads.length) {
-      out.push(ads[placed]);
+      out.push(datedAfter(ads[placed], items[i]));
       placed += 1;
     }
   }
@@ -178,6 +195,24 @@ export function interleaveAds(items, ads, { every = AD_EVERY, max = AD_MAX } = {
   return out;
 }
 
+/**
+ * An ad re-dated to sort immediately after the post it follows.
+ *
+ * Falls back to the ad's own date when the preceding post has none — a great
+ * many rows genuinely do not (an item parsed out of a playlist has no date), and
+ * inventing one for the neighbour would be worse than leaving the ad where it
+ * was.
+ *
+ * @param {Item} ad
+ * @param {Item} previous
+ * @returns {Item}
+ */
+function datedAfter(ad, previous) {
+  const at = new Date(String(previous?.published_at ?? ''));
+  if (Number.isNaN(at.getTime())) return ad;
+  return { ...ad, published_at: new Date(at.getTime() - 1000).toISOString() };
+}
+
 /**
  * Wrap a body in CDATA.
  *
diff --git a/packages/feed/test/syndicate-ads.test.js b/packages/feed/test/syndicate-ads.test.js
index 28c044f..7f35ec0 100644
--- a/packages/feed/test/syndicate-ads.test.js
+++ b/packages/feed/test/syndicate-ads.test.js
@@ -78,6 +78,77 @@ test('adSlotsFor predicts exactly what interleaveAds will place', () => {
   }
 });
 
+test('an ad is dated to sort after the post it follows, not above the feed', () => {
+  // The bug this exists to prevent: ads dated "start of today" while the newest
+  // post in the river is a day older, so every reader -- which orders by date,
+  // not by document position -- floated all three above every real post and
+  // showed them as a block of adverts at the top of the feed.
+  const dated = Array.from({ length: 30 }, (_, i) => ({
+    ...post(i + 1),
+    published_at: new Date(Date.UTC(2026, 7, 17 - i, 12, 0, 0)).toISOString(),
+  }));
+  const ads = [0, 1, 2].map((i) => ({ ...ad, id: `ad-${i}`, published_at: '2026-08-18T00:00:00.000Z' }));
+
+  const out = interleaveAds(dated, ads);
+  const placed = out.filter((i) => i.sponsored);
+  assert.equal(placed.length, 2);
+
+  // Each ad is strictly older than the post before it and strictly newer than
+  // the post after it, so document order and reader order agree.
+  for (const a of placed) {
+    const at = out.indexOf(a);
+    assert.ok(
+      new Date(a.published_at) < new Date(out[at - 1].published_at),
+      'ad must sort below the post it follows',
+    );
+    assert.ok(
+      new Date(a.published_at) > new Date(out[at + 1].published_at),
+      'ad must sort above the post after it',
+    );
+  }
+
+  // And none of them outranks the newest real post.
+  const newestPost = out.find((i) => !i.sponsored);
+  for (const a of placed) {
+    assert.ok(new Date(a.published_at) < new Date(newestPost.published_at));
+  }
+
+  // Sorting the document the way a reader does must not move anything.
+  const bySortedDate = [...out].sort(
+    (x, y) => new Date(y.published_at) - new Date(x.published_at),
+  );
+  assert.deepEqual(bySortedDate.map((i) => i.id), out.map((i) => i.id));
+});
+
+test('two ads in one feed never share a timestamp', () => {
+  // Identical dates are what made them arrive as one clump rather than spread
+  // through the river.
+  const dated = Array.from({ length: 30 }, (_, i) => ({
+    ...post(i + 1),
+    published_at: new Date(Date.UTC(2026, 7, 17 - i, 12, 0, 0)).toISOString(),
+  }));
+  const out = interleaveAds(dated, [0, 1, 2].map((i) => ({ ...ad, id: `ad-${i}` })));
+  const stamps = out.filter((i) => i.sponsored).map((i) => i.published_at);
+  assert.equal(new Set(stamps).size, stamps.length);
+});
+
+test('an undated neighbour leaves the ad dated as it arrived', () => {
+  // Plenty of rows genuinely have no date; inventing one for the neighbour
+  // would be worse than leaving the ad where it was.
+  const undated = Array.from({ length: 20 }, (_, i) => ({ ...post(i + 1), published_at: null }));
+  const out = interleaveAds(undated, [ad]);
+  assert.equal(out.find((i) => i.sponsored).published_at, ad.published_at);
+});
+
+test('re-dating does not touch the identity a reader dedupes on', () => {
+  const dated = Array.from({ length: 20 }, (_, i) => ({
+    ...post(i + 1),
+    published_at: new Date(Date.UTC(2026, 7, 17 - i, 12, 0, 0)).toISOString(),
+  }));
+  const out = interleaveAds(dated, [ad]);
+  assert.equal(out.find((i) => i.sponsored).id, ad.id);
+});
+
 test('interleaveAds leaves a short list alone', () => {
   // Nine posts cannot carry an ad without the ad becoming the feed.
   const short = posts(AD_EVERY - 1);