I don't know. It's just that when you start talking about multi-tenant software, my mind goes to other problems that pattern solves, which all tend to be pay-to-use.
If you want to make a Tumblr clone, then you could just add a wrapper layout around all published blogs, and your ads would appear there. Depending on how you structure your layout and templates, that could mean header, footer, skyscrapers, almost anything except inserted within the body of the user's content. And if you control the rendering, I suppose you could even break out their content by major blocks (paragraphs, sections, whatever they use to divide their content) and insert an ad every N of those. Nokogiri is how I would do that.
How invasive you get here has to do with what sort of "free" your users are willing to put up with, I would say. If Tumblr adds a header and footer ad, and doesn't share the revenue, then that's one kind. YouTube lets content creators monetize in various ways, some of which they share with the creators, and some of which they don't, including popover ads and other nastiness that I keep removing with browser plugins. 8-)
If you write the blogging engine yourself, then you have access to all of these parts and can do pretty much whatever you want. If you're trying to coerce a blog-in-a-box gem to do this, then you'll probably have to start by reading all the code to that gem, find out where it gets it layouts and templates and partials from, and start adding those to your parent application one at a time until you find the lever you need. And if you can't get it from there, try raising an issue on that gem's Github project.
Walter
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