Hi,

For mobile visitors, I've placed an extra responsive ad just above the fold, and I'm comparing the results with respect to the following ad (as well, responsive) in the mobile page, far below the fold (400px aprox).

* 1st mobile responsive ad (just above the fold)
--- AVV (Active View Viewable): 55%
--- AVT (Average viewable time): 16.31 s
--- RPM (Revenue per thousand impressions): 18% lower than the 2nd ad

* 2nd mobile responsive ad (400px below the fold)
--- AVV: 71%
--- AVT: 9.83 s
--- RPM: 18% higher than the 2st ad

The 'Ad request RPM' and the 'Impression RPM' are both higher in the 2nd ad (+18%).

My questions are:
- I'm suspecting that the 1st ad is shown too late. The users scrolls quick, the ad is displayed too much time, but they do not pay attention on it. May I be right?
- Am I defering too much the ad loading? Should I try to speed up the ad loading?
- Should I test other placements for this 1st ad?

Thank you.