Same here. It's my worst performing unit by far. Aside from their terrible EPC, the 320x100s also seem to have poor loading times. I only have 320x100s as a mobile banner, yet AVV is in the mid to high 50% range. It seems like a lot of users have already started scrolling before the ad has loaded.

I'm taking them off the top on mobile. I just don't think anyone WANTS to click on an ad top of screen on a smartphone, even if they were offering free hundred dollar bills.

I had the same issues with this size of unit in the same location. Since removing it and substituting it for a 300x250 further down below the fold I've seen an uptick in mobile revenue. I think it's the loading issue, people have scrolled before the advert loads.

320X100 works fairly well for me but only when it shows a 320X100. Sometimes it shows a smaller mobile ad size which is a total waste.

For a while, I had 300x250 which had a great CTR but is a Google felony punishable by imprisonment on a desert island. :)

I just don't think anyone WANTS to click on an ad top of screen on a smartphone

I don't think anyone wants to click on an ad on a smartphone period, unless the ad and site content are directly related.

I think I'll follow your lead and try removing the 320x100s from the top of the page, replacing them with a larger ad below the fold. I'm pretty much giving away that space at present.

I don't think anyone wants to click on an ad on a smartphone period, unless the ad and site content are directly related.

Word. And especially not as soon as they've pulled up the site in the first place.

Definitely agree with this consensus. The same position definitely does better when more CPM is in play (eg ADX) but still is far from setting the world on fire in terms of performance.