Sticky and Anchor Ads: Viewability and Limits
A sticky ad stays fixed in place while the reader scrolls. On a phone it is usually a slim anchor along the bottom edge. On desktop it may be a sidebar unit that follows the reader down the page, or a strip along the foot of the window.
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
All six web networks we model offer a sticky unit, and in our model it carries 18% of the reference RPM. It is small, but because it never leaves the screen it can hold its own against units that take up far more room.
What this format contributes on a website
Estimated monthly revenue for a general site with 50,000 sessions, with and without this format, by network.
| Network | With | Without |
|---|---|---|
| Google AdSense | $266 | $218 |
| Ezoic | $359 | $295 |
| Media.net | $212 | $174 |
| Monumetric | $396 | $325 |
| Mediavine | $640 | $525 |
| Raptive | $677 | $555 |
Adding this format lifts the estimate by about 22% on networks that support it.
How it earns
Sticky units earn through viewability. A standard display ad must be half on screen for a second to count as viewable, and a sticky unit clears that almost by default, so buyers pay for the certainty. On an Ezoic Tier 1 reference RPM of about $9.50, sticky contributes roughly $1.71 per 1,000 pageviews.
The slot often refreshes while the reader stays on the page, so a long visit can produce several impressions from one position. Networks set their own rules on how and when that refresh happens, usually tied to time in view.
What it does to the experience
On a phone, a sticky unit takes a permanent slice of a small screen, right where thumbs do their scrolling. That makes it the format most likely to cause stray taps and quiet irritation on mobile, even though it never interrupts the text.
The Better Ads Standards name large sticky ads on mobile as an experience to avoid, meaning units that occupy a big share of the screen whatever the reader does. Keep anchors slim, offer a close button where the network allows it, and check both the current standards and your network's own size limits.
Best practice
- Run one sticky unit per page, never one at the top and another at the bottom.
- Keep mobile anchors to a slim standard size and give readers a way to dismiss them.
- Pad the bottom of the page so no content is ever trapped behind the unit.
- Check that the anchor does not cover cookie notices, navigation or your own buttons.
Common mistakes
- Using a tall unit on mobile that blocks a large part of the screen.
- Letting the unit load late and shove content upwards as it appears.
- Pairing a sticky ad with a sticky video player, so two fixed elements fight for the same corner.
All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.
Questions people ask
Is a sticky ad the same as an anchor ad?
They are the same idea. Anchor is the name AdSense gives its auto ad that docks to the screen edge, while sticky is the broader industry term.
Do sticky ads affect Core Web Vitals?
They can cause layout shift if they push content when they load, whereas a unit that overlays space you have reserved does not. Our guide to ads and Core Web Vitals covers the fixes.
Are sticky ads worth using on desktop?
Often, because a sticky sidebar unit on a wide screen covers no text at all. Make sure it stops before your footer and does not overlap comments or related posts.