lightbulb_outline Blog Post: Fast ads matter (web.dev)

Move the top ad further down the page

Overview

This audit ensures that the topmost ad slot is not too close to the top of the initial viewport. Many ads are never viewed because users scroll past them before they become viewable. By moving ad slots away from the very top of the viewport, users are more likely to see ads before scrolling away.

Recommendations

Relocate ads slots close to the top of the initial viewport further down the page. As a general rule, the middle of the top-most ad slot should be a minimum of 100px from the top of the viewport.

As an alternative, consider placing ads near the bottom of the viewport (right above the fold). This position has shown the highest viewability rates from our data.

More information

5 factors of display advertising viewability
Viewability best practices