Tune Density Per Template, Not Sitewide

Tune Density Per Template, Not Sitewide

The lever people miss: ad density should differ by page type. A 3000-word guide and a 400-word news blurb can't carry the same unit count.

What it does — sets max ad count as a function of word/content length per template.
Setup effort (3/5) — conditional slot injection by content length (a CMS rule).
RPM lift seen — +6-10% sitewide by adding units to long pages (more real estate to fill viewably) and removing them from thin pages (where density killed CPM and policy standing).

Pros — matches inventory to attention; protects thin pages from density penalties.
Cons — needs CMS logic, not a checkbox; more templates to maintain.

Lift: ★★★★☆ — Risk: ★★☆☆☆
Best for: mixed-content sites (news + evergreen). Skip if every page is roughly the same length — a sitewide density is fine.