Case: mobile interstitial added $3.40 RPM but cost 0.4 pages/session
Entertainment site, n=1, 30d. Added one between-page interstitial (full-screen ad on navigation), capped at 1 per session.
Mobile session RPM $21.10 → $24.50
Pages/session 3.1 → 2.7
Net EPMV +$4.90 (RPM gain beat the page loss)
The page-depth hit was real but the interstitial CPM (~$6) more than covered the lost pageviews' value (~$2.40 each).
So what: interstitials win only when their CPM exceeds the value of the page they suppress. ▲16.1% RPM
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Case: mobile interstitial added $3.40 RPM but cost 0.4 pages/session
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