Myth: sticky/anchor ads hurt UX so kill them

Myth: sticky/anchor ads hurt UX so kill them
The purist take: "anchor ads annoy readers, drop them." The data says they're often your single best unit. Anchor contribution, n=130 sites, 28d:

— Anchor share of revenue 22% ▮▮▮▮▮▮▮▮▮▮▮
— Bounce delta with anchor +0.4pp ▮
— Session duration delta −1s

Viewability on anchors runs 90%+ because they ride the scroll. Removing them cut RPM 19% on test sites while bounce barely moved.

So what: the anchor pays rent and costs almost nothing. ▼19% RPM if you kill it.