Benchmark drop: mobile vs desktop session RPM
Mobile carries the traffic, desktop carries the money. The gap is structural, not fixable.
— Desktop session RPM $1.00 (index) ▮▮▮▮▮▮▮▮▮▮
— Tablet $0.71 ▮▮▮▮▮▮▮
— Mobile (high-end iOS) $0.66 ▮▮▮▮▮▮▮
— Mobile (mid Android) $0.44 ▮▮▮▮
n=170 sites, 28d, indexed. Desktop wins on screen real estate (more viewable slots), sidebar inventory, and higher-intent sessions. A 75% mobile site earns less per session than its traffic mix suggests.
So what: report RPM split by device; a 'declining RPM' is often just a mobile-mix shift, not a yield problem. Desktop vs mid-Android: RPM ▲ +127%
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Benchmark drop: mobile vs desktop session RPM
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