Case: better recirculation lifted EPMV $5.20
Recirculation = related-article modules that push readers to a 2nd/3rd page. Recipe network, n=1, 40d. Replaced a static "you may also like" list with a viewability-aware, behaviorally-ranked widget.
Pages/session 1.8 → 2.6
Page RPM $9.10 (flat)
EPMV $16.40 ▮▮▮▮ → $21.60 ▮▮▮▮▮▮
They didn't touch the ad stack at all. More pages per session multiplied ad impressions per visitor.
So what: recirculation is an ad-revenue lever disguised as UX. ▲31.7% EPMV
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Case: better recirculation lifted EPMV $5.20
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