"Go minimal on mobile, it's a small screen" — you're leaving money

The instinct: mobile = tiny = one ad max. Wrong direction.
Mobile is usually 70%+ of traffic AND scrolls deeper than desktop. A single in-content unit on mobile wastes a long scroll session.
What worked: anchor + 3 well-spaced in-content units on mobile (not jammed), desktop kept at 2. Mobile RPM went from $3.40 to $4.60.
The screen's small but the scroll is long — that's real estate.
Don't under-monetize your biggest audience. Space them out, don't stack. Test it on one page first.