Just a question, why do you want to open source at all?

> monetize through advertising

If you open-source, what's preventing someone running a quick copy elsewhere?

> My dilemma is whether to open source these products now, or wait until they're more established.

I find this statement curious because I don't understand why there should be a connection between software being "established" and being open source.

What is your goal here?

Naah bro, it's hard to monetize open source projects.

It depends on what you're building and if you're trying to build a business, or just make a few bucks on the side. If you're trying to build a business, your decision to open source it should be in service of that goal. Is it a developer tool/library with a commercial offering that builds on top of it where open-sourcing it is your main marketing source? If so, then that can be a solid strategy. But if they are just regular tools you're building, then likely there are far better marketing strategies than using open-source.

And that is great to want to give back with open source. But if you're just starting out on your business, then that is a major distraction from the main task at hand.