This Ad Placement's Revenue & UX Impact Hinges On Implementation

The Takeaway: Anchor ads increase revenue, but implementation is key

Our data scientists learned that when anchor ads are broadly implemented — across an entire website on all the pages — that the ads performed extremely well and UX was unaffected for the majority of visitors. However, a subsection of visitors bounced when the ad was present and actually caused the EPMV of those visits to be lower.

The Solution: Show it sometimes

If you want top earn more revenue using the anchor ad, it can surely deliver; however, it must be tested or adapted to show only for users unaffected by it appearing on the page. Since the majority of users don't change behavior and the ad generates higher page RPMs, the only users that should be excluded are those with more significant declines in UX and lower session revenue when this ad is displayed.

What Sites Should Do

It makes sense to show anchor ads, but our study proves that broadly applying them across your site to all visitors on all pages can erode revenue and UX for a small section of visitors. Using a tool like Ezoic prevents this, so Ezoic sites should be comfortable enabling these placements without fear of any impact, and can expect 5-25% increases in revenue.

Why Sites Get It Wrong

It makes sense to show anchor ads, but our study proves that broadly applying them across your site to all visitors on all pages can erode revenue and UX for a small section of visitors. Using a tool like Ezoic prevents this, so Ezoic sites should be comfortable enabling these placements without fear of any impact, and can expect 5-25% increases in revenue.