<b>Two above-the-fold units beats one — but only on long-scroll layouts</b>

<b>Two above-the-fold units beats one — but only on long-scroll layouts</b>
Tried going from 1 to 2 ads above the fold. On a listicle/long-read it worked: CTR held, RPM +18%. On a short utility page it tanked engagement and triggered a layout warning.
— long content = room for two, reader still gets value
— short content = looks like an ad farm, don't
The layout decides, not a blanket rule. Test it on one page first.