"Lazy-loading ads tanks revenue, eager-load everything"

"Lazy-loading ads tanks revenue, eager-load everything"

Fair: eagerly loaded ads fire before scroll, so they post impressions a lazy unit below the fold never gets a chance to.

But that compares impression count, not revenue, and the two diverge fast. Eager below-fold ads load unviewed, get marked low-viewability, and the SSPs bid down your whole inventory's reputation.

🚩 Hidden variable: viewability score feeds back into CPM. A lazy unit fires later but at near-100% viewability, which lifts the price the auction pays for it. Fewer impressions, higher value each.

The comparison that matters is revenue per impression × viewability-adjusted fill — not raw impressions served.

Not saying eager-loading never wins — saying counting impressions hides that the cheap ones drag your average down.