Interstitial vs anchor: high CPM, high churn

Interstitial vs anchor: high CPM, high churn

Benchmark drop. Per-session economics, mobile (n=75 sites):

— Vignette interstitial $▮▮▮▮▮▮▮▮ CPM 9.50, but +0.8% bounce
— Anchor (bottom sticky) $▮▮▮▮▮ CPM 4.20, near-zero bounce

Interstitials (full-screen between pageviews) print premium CPM but tax pages-per-session and engagement. On ad-supported content where pageview depth drives revenue, the CPM win can be erased by fewer pageviews.

Math: interstitial wins on single-visit search traffic, loses on loyal multi-page audiences. Cap frequency at 1 per session, never on entry. Anchor is the safe always-on floor.

So what: Capped interstitial vs none on search traffic — session revenue ▲ 12%; on loyal traffic ▼ 4%.