Sticky Ads
Ads that remain fixed on screen as users scroll, maintaining high viewability throughout a session.
What are Sticky Ads?
Sticky ads (also called anchor ads or fixed-position ads) are advertisement units that remain visible on the screen as the user scrolls through page content. They are typically positioned at the bottom of the viewport (bottom anchor), along the sidebar (sticky sidebar), or at the top of the screen. The ad stays in a fixed position relative to the browser window rather than scrolling away with the page content.
Sticky ads have become one of the most popular ad formats for publishers because they combine high viewability with relatively low intrusiveness. Unlike interstitials that interrupt the user experience, sticky ads occupy a defined space while users continue to consume content normally.
Why It Matters for Publishers
Sticky ads achieve viewability rates of 80-95%, far exceeding the industry average of around 50%. Since advertisers increasingly bid based on viewable impressions, this translates directly to higher CPMs. A sticky sidebar ad might earn 3-4x more than the same ad unit in a standard scrolling position.
Google's policies allow sticky ads as long as they don't cover content or make it difficult for users to navigate. The most common compliant implementation is a bottom anchor ad on mobile (similar to app advertising) and a sticky sidebar unit on desktop that stays in view as users scroll past the sidebar content.
Tips for Optimization
- Use bottom anchor on mobile: A slim anchor ad at the bottom of the mobile viewport has become an industry standard. It provides excellent viewability with minimal content disruption.
- Implement sticky sidebar on desktop: When users scroll past your sidebar content, the last ad unit can become sticky, maintaining visibility throughout the reading experience.
- Set a close button: Allow users to dismiss sticky ads. This improves user experience and satisfies Google's requirements for closeable sticky ads on mobile.
- Avoid CLS issues: Ensure sticky ads don't cause layout shifts when they transition from static to fixed positioning. Use CSS that reserves space before the ad loads.
- Monitor engagement metrics: Track whether sticky ads increase bounce rate or decrease pages per session. If user experience suffers, the long-term revenue impact will be negative.