<b>Desktop RPM runs ~1.8× mobile — and mobile is 70% of your traffic.</b>

<b>Desktop RPM runs ~1.8× mobile — and mobile is 70% of your traffic.</b>

Device RPM index, n=140 sites, 28d, illustrative:
— Desktop $24 ▮▮▮▮▮▮▮▮
— Tablet $16 ▮▮▮▮▮
— Mobile $13 ▮▮▮▮

Mobile loses on smaller viewports (fewer concurrent viewable units), slower connections (timeouts), and lower-intent sessions. But it's the majority of traffic, so blended RPM lives or dies there.

So what: a 1-point mobile RPM gain outweighs a 3-point desktop gain at 70/30 mix. Optimize the device you actually have. ▲ mobile carries the blend.