Case: cutting ad density on long-form to RAISE RPM

Case: cutting ad density on long-form to RAISE RPM

What it did: dropped from 8 in-content units to 5 on 2,500-word guides, widening spacing to one ad per ~450 words.

— Setup effort: 2/5 (changed auto-ad density config)
— RPM lift seen: page RPM UP from $12.80 to $14.60 (+14%) despite 3 fewer slots
— Mechanism: viewability per unit rose 58% → 74%, and average bid density per slot climbed; fewer slots competed harder

Pros: counterintuitive win — less inventory, more money, happier readers.
Cons: total impressions fell 22%, so report on page RPM not impression volume or you'll think you lost.

Lift: ★★★★☆ — Risk: ★★☆☆☆
Verdict: if your content is ad-saturated, prune. Best for: cluttered long-form. Skip if you run 3 or fewer units already.