I've been watching my 'Active View Viewable' stat dropping from around 50% this time last year to 42% this year, and it roughly matches a drop in revenue as well. But the thing is... my site layout has really changed much. I may have tweaked a few things, but certainly not enough to affect it that much.

Does anyone know what else affects the stat apart from placement? Presumably the speed with which the ads display affects it as well.

I'm assuming that it's down to an increase in mobile users, who have to scroll further to get further down the page, and therefore don't see as many ads.

I was just wondering if anyone else is seeing their 'Active View Viewable' stat dropping down, and how low they think is low (I think 42% is pretty low!)