4 ads/page vs 7 ads/page: where density turns negative
Benchmark drop. Session RPM by ad count on a 1500-word article (n=100 sites):
— 3 ads ▮▮▮▮ RPM 9.10
— 5 ads ▮▮▮▮▮▮ RPM 12.40
— 7 ads ▮▮▮▮▮▮▮ RPM 13.10
— 9 ads ▮▮▮▮▮▮ RPM 12.20 (bounce +6%, CPM ▼)
Density lifts RPM until clutter raises bounce and drags viewability. The curve peaks near 1 ad per 250-300 words, then bends down as junk impressions dilute average CPM and users flee.
Don't chase impression count — chase RPM. The 9-ad layout earns less than 7 despite 28% more impressions.
So what: Capping at the density peak (~7) vs maxing out (9) — session RPM ▲ 7%, bounce ▼ 6%.
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4 ads/page vs 7 ads/page: where density turns negative
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