Lazy-loaded ads vs eager-load: viewability buys revenue back

Lazy-loaded ads vs eager-load: viewability buys revenue back

Benchmark drop. Same 728x90 unit, two strategies (n=60 sites, 28d):

— Eager (load on pageload): viewability 41% ▮▮▮▮
— Lazy (load at 200px from viewport): viewability 78% ▮▮▮▮▮▮▮▮

Viewability = % of impressions where 50%+ pixels were on-screen for 1s+. Higher viewability raises your bid floors because demand partners pay more for verified eyeballs.

The tradeoff: lazy-loading fires fewer total impressions (-18%), so junk CPM inventory disappears. On long-form content the math is clean. On short pages (