<b>Loading ads only when they're about to be seen pays better</b>

<b>Loading ads only when they're about to be seen pays better</b>

Lazy loading means an ad only runs its auction as the reader scrolls near it, not all at once on page load.

Why it matters: buyers pay more for ads people actually see ("viewability"). An ad that loads at the bottom but is never scrolled to is a wasted, cheap impression that drags your whole average down.

Tiny example: load all 6 ads at once, only 2 get seen. Buyers see your low view rate and bid less on everything.

One thing to try: set lazy loading to trigger about 200 pixels before a slot enters the screen. Close enough to fill in time, not so early it loads unseen ads.

In plain English: ask for the auction right before the reader arrives, not before they've scrolled.