CPM growth rarely comes from one big change — it's usually the sum of several smaller optimizations working together. Here are five with a consistently strong return.
1. Improve viewability before chasing new demand
Buyers pay more for ad units that are reliably seen. Fixing layout shift, lazy-load timing, and above-the-fold placement often lifts CPM faster than adding new demand partners.
2. Consolidate low-performing ad units
Too many small, competing ad units on one page can cannibalize each other's demand. Fewer, better-placed units often out-earn a cluttered layout.
3. Prioritize header bidding partners that actually compete
Not every demand partner adds incremental value. Periodically review which partners are actually winning auctions versus just adding latency to the page.
4. Use key-values to unlock premium targeting
Buyers pay more for precisely targeted inventory. Structured first-party key-values give demand a reason to bid higher than they would on generic remnant traffic.
5. Test price floors deliberately, not by instinct
As covered in our price rules experiments guide, structured testing finds the actual revenue-maximizing floor — which is rarely the number that instinct would suggest.
AdPulse builds these optimizations into a standard account review, prioritized by expected impact for your specific traffic.
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