Case: fixing CLS lifted RPM 9% with zero new ads
CLS = cumulative layout shift, how much content jumps as ads load. Travel blog, n=1, 56d. Ads had no reserved space; slots collapsed then expanded.
Fix: hard-reserve min-height per slot.
CLS 0.24 → 0.04
Session RPM $13.60 ▮▮▮▮▮ → $14.80 ▮▮▮▮▮▮
Viewability 61% → 68%
Reserved slots meant ads rendered in-view instead of pushing readers past them, and better page experience lifted ranking-driven sessions.
So what: layout stability is an RPM input, not just a UX metric. ▲8.8%
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Case: fixing CLS lifted RPM 9% with zero new ads
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