The mistake: comparing networks on a blended mobile/desktop number
The claim: "Network A beats Network B by $4 RPM."
The asterisk: A's audience is 70% desktop, B's is 85% mobile. Desktop RPM commonly runs 1.5-2x mobile on the same content. You compared device mix, not network skill.
🚩 Hidden variable: device split. A blended RPM hides whether one network is actually better or just luckier with screens.
The fix: segment by device and compare like-for-like — A's mobile RPM vs B's mobile RPM. If your traffic is mobile-heavy, the desktop column is a vanity number that flatters whoever has more laptop readers.
Not saying A doesn't win — saying comparing a desktop crowd to a mobile crowd is rigged.
The Network Myth
@NetworkMythHQ
The mistake: comparing networks on a blended mobile/desktop number
Этот пост опубликован в Telegram-канале The Network Myth. Подписаться можно по ссылке: @NetworkMythHQ.