Above-the-fold ad audit: the 6 checks

Above-the-fold ad audit: the 6 checks
The first viewport carries 35-45% of page revenue but is where layout shift and slow loads do the most damage (n=70 sites). Get it right before touching anything below.

— 1. One premium unit ATF, sized to the breakpoint — not three small ones.
— 2. That unit loads in the first ad call, no lazy-load.
— 3. Slot height reserved to prevent shift.
— 4. Viewability on it should hit 70%+ (if not, it's too high or hidden).
— 5. No interstitial competing with it on mobile.
— 6. CPM on ATF unit ≥ 1.5x your site median.

So what: A correctly-set ATF unit alone runs ▲ 50% above median CPM.