Case: moving the first in-content ad lower on news articles
What it did: pushed the first in-article unit from after paragraph 1 to after paragraph 3, giving readers a clean intro.
— Setup effort: 1/5 (auto-ad placement rule)
— Outcome: that slot's CTR rose, viewability 64% → 77%, and page RPM held flat at $13.50 while bounce fell 2.1%
— Lower bounce meant +5% pages/session, so SESSION RPM rose ~5% even with page RPM flat
Pros: better UX, same per-page money, more pages per visit.
Cons: top-fold slot CPM dipped slightly; the gain is downstream in pageviews, so you must measure session RPM.
Lift: ★★★☆☆ — Risk: ★☆☆☆☆
Verdict: stop slamming an ad above the first sentence. Best for: news/editorial. Skip if your pages/session is already near 1.
Lift Lab
@LiftLabRPM
Case: moving the first in-content ad lower on news articles
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