Content network grows RPM 64% in 90 days

Challenge

The network was running six ad tags per page, page speed had collapsed, and RPM had been flat for a year despite growing traffic.

Approach

We removed four tags, kept in-page push and native, and set separate floors for the top five GEOs. Lazy loading was added below the fold, and frequency caps were enforced per session. Weekly reviews tracked RPM against bounce rate and returning visitors, not RPM alone.

“Fewer tags, more revenue. We spent a year adding units and the fix was subtraction.”