FINDING / 01
17×
Ad density drives everything. Full stop.
Publishers above the median on both page depth and ad density earn 17× more per session than those below on both. Impressions per pageview is the single sharpest lever a publisher controls.
FINDING / 02
+19%
The floor price trap, quantified.
Aggressive-floor publishers charge 2.5× higher CPMs — and earn 19% less per session. Lower CPM with twice the fill wins. Every time.
FINDING / 03
−0.03
Session duration is a lie.
Duration correlates with RPS at essentially zero. Pageviews per session correlates at 0.27 — nearly 10× stronger. Duration without depth is just an open tab.
FINDING / 04
80%
Viewability has a ceiling.
The 80–90% viewability bracket outperforms the 90%+ bracket on median RPS. Chasing 95% viewability at the cost of fill rate isn't a win — it's a trade most publishers are losing.
FINDING / 05
20.5%
Amazon is a structural pillar.
When Amazon is active, it contributes one dollar in every five of total site revenue on average. Publishers who've lost access are operating with a gaping hole.
FINDING / 06
6
Every vertical has a different playbook.
Gaming, entertainment, and education are inventory volume businesses. Sports, news, and technology are audience quality businesses. Optimizing for the wrong one is actively counterproductive.
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