In the online advertising world, viewability is money—but amazingly, more than 50% of display ads never make it to be viewed by the user. For publishers who depend on the old 728×90 placeholder (leaderboard advert), this means a huge money leak.
The reality? Just putting a leaderboard “above the fold” is no longer sufficient. With more stringent IAB viewability requirements (now 50%+ pixels in-view for 1+ second) and changing user behavior (faster scrolling, ad blockers, mobile dominance), your 728×90 ads require smarter placement than ever.
The silver lining? Publishers who optimize their 728×90 approach experience:
✔ Viewability rates increase from 30% to 70%+
✔ CTR gains of 2-3X
✔ 20-35% higher RPMs on the same traffic
In this 2025 guide, we’ll examine 7 tested strategies—supported by publisher case studies and Ad Manager data—to turn your 728×90 placeholder into a high-impact asset. From mobile adaptation to scroll depth issues and ad density balance, these fixes work for sites of all sizes.
7 High-Viewability Placement Strategies
- Above the Fold Isn’t Enough: Smart 728×90 Positioning
- Data on how “above the fold” doesn’t guarantee viewability
- Ideal pixel distance from top
- Sticky 728×90 Ads: The Viewability Powerhouse
- How sticky leaderboards maintain 80%+ viewability
- Implementation tips (e.g., delay before sticking)
- Lazy Loading vs. Standard Loading: 728×90 Performance Tested
1. Above the Fold Isn’t Enough: Intelligent 728×90 Placement
Myth: “Just put it at the top of the page, and it’ll be noticed.”
Reality:
I have noticed publishers who have put the ad slots at the top of the page are experiencing low viewability; almost 40% of ‘above the fold’ adverts still remain unseen, as a result of fast scrolling by the users. The other possible reasons behind this practice are either because of the ad blockers, or lazy loading delays.
What is the Optimal 728×90 Placement?
It is always recommended to place 728×90 ad slots between the header and main content (not jammed against the browser edge) att least 300px from the top (allows initial page content to load first). Avoid stacking multiple leaderboards (more than 2 per page hurts viewability)
Case Study: Tech publisher increased 728×90 viewability from 52% to 68% by moving the leaderboard 100px lower on the page.
2. Sticky 728×90 Ads: Viewability King
Increasing the viewability of 728×90 can be one of the best strategies to achieve this.
Sticky leaderboards (scroll-locked ads) deliver 75-90% viewability every time—but only if done properly.
Best Practices:
✅ Introduce a 1-2 second delay on the ‘stick’ (allows users to interact with content first)
✅ Apply a minimal transparency (90%) to minimize intrusiveness
✅ AVOID ON MOBILE (can be damaging to UX; use 320×50 sticky instead)
Tip: Pair with 30-second refresh (if supported by demand partners) to keep yield without frustrating users.
3. Lazy Loading vs. Standard Loading: 728×90 Performance Tested
Lazy Loading: Also referred to as Smart Loading, it involves loading ads only when required. This involves loading an ad at the bottom of the page only when a user scrolls to the section of the ad. Lazy loading allows pages to load quickly, and saves latency and CPU usage.
Standard loading: loading or displaying ads as soon as possible without waiting for the user to scroll the content.
Benefits with Lazy Loading (Loads when ad enters viewport):
✔ +15-20% viewability (avoids wasted impressions)
✔ Suitable for pages with long content
✖ Mild revenue loss (some buyers prefer always-loaded ads)
Standard Loading (Loads immediately):
✔ Greater fill rates (some SSPs favor always-visible ads)
✖ Can be detrimental to viewability if users scroll quickly
Test Result: News site realized 12% greater RPM with lazy-loaded 728x90s despite a bit lower fill.
4. 728×90 + Anchor Ads: The Mobile-Desktop Combo
Desktop leaderboards work best when complemented by mobile anchor ads (320×50) for cross-device consistency.
How to Sync Them:
Same advertiser campaigns on both sizes
Frequency capping to prevent overexposure
Sticky mobile leaderboard at the bottom (pairs with desktop top leaderboard)
Example: E-commerce website boosted overall viewability by 22% after syncing desktop 728×90 and mobile 320×50 campaigns.
5. The ‘Scroll Depth Trigger’ Trick for 728×90 Ads
Rather than loading leaderboards directly, fire them after users scroll 25-50% down the page.
Why It Works:
Scrolling users are more engaged (greater CTR potential)
Eliminates wasted impressions on bounce traffic
Implementation:
javascript
// Example via Google Ad Manager
window.addEventListener(“scroll”, function() {
if (window.scrollY > 500) { // Adjust pixel depth as needed
loadLeaderboard();
}
});
6. Steering clear of ‘Ad Clutter’: The 728×90 Density Sweet Spot
Fewer leaderboards ≠ fewer ad dollars. In fact, pages with 3+ 728×90 units have 35% lower average viewability.
Optimal Density:
1 main leaderboard (top of page)
1 secondary location (mid-content or footer)
Never stack vertically (creates “ad tunnel” effect)
Data Point: Publisher A/B tested 1 vs. 2 leaderboards and saw no RPM decline with fewer, better-placed units.
7. 728×90 Refresh Rates: Finding views vs. annoyance equilibrium
Refreshing leaderboards can increase revenue—but over refreshing kills UX.
Safe Refresh Rules:
Desktop: Every 30-60 seconds (if user is engaged)
Mobile: Avoid or cap at 1 refresh
Tools to Measure 728×90 Viewability
Google Ad Manager’s ‘Viewability Report’
Measures % seen, active view, and others.
Final thoughts
The 728×90 leaderboard is still one of the most dependable ad formats for publishers—but only when optimized for contemporary browsing behavior. With attention spans dwindling and ad blockers spreading, merely “putting an ad at the top” is no longer sufficient.