Myth: the above-the-fold unit is your money maker
Classic line: "top leaderboard = highest CPM." Position data disagrees. Per-slot CPM, n=120 sites, 28d:
— Top leaderboard CPM $3.10 ▮▮▮
— In-content #1 CPM $5.80 ▮▮▮▮▮▮
— In-content #2 CPM $6.40 ▮▮▮▮▮▮▮
— Sticky sidebar CPM $7.20 ▮▮▮▮▮▮▮▮
Top slots load before scroll intent and often fail the 1-sec viewability clock. In-content and sticky win on dwell.
So what: your second in-content unit usually out-earns the header. ▲2x CPM mid-article.
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Myth: the above-the-fold unit is your money maker
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