Q1 is about precision. Historically, the first quarter typically sees softer CPMs compared to the fourth quarter, as budgets reset and demand normalizes. When buyers become more selective, small inefficiencies start to matter more. What went unnoticed in stronger quarters can quietly limit performance.

Right now, many publishers are navigating:

  • More cautious buyer behavior
  • Increased supply path scrutiny from DSPs
  • Pages slowed by layered scripts and tech debt
  • Static layouts that haven’t been tested recently
  • Limited strategic support when performance dips

In this kind of market, growth doesn’t come from adding more ads. It comes from tightening what’s already there.

Here’s what a smart Q1 site check-up should focus on.

1. Ads.txt: Protect Access to Premium Demand

Buyers are increasingly prioritizing clean and transparent supply chains. DSPs have made SPO (Supply Path Optimization) a core bidding filter, and misconfigured ads.txt files can quietly reduce bid density.

We regularly uncover:

  • Duplicate or outdated entries
  • Missing reseller declarations
  • Incorrect relationships
  • OwnerDomain / ManagerDomain misalignment

Even minor discrepancies can impact who’s eligible to bid.

Why it matters: Publishers with clean ads.txt and sellers.json alignment often see stronger bid consistency and fewer demand drop-offs.

Q1 focus: automated cleanup and ongoing monitoring to protect premium demand access.

2. Core Web Vitals: Performance Directly Impacts Yield

Google’s Core Web Vitals are not  just SEO metrics, they correlate with user engagement and ad viewability.

Industry benchmarks show:

  • A 1-second delay in load time can materially reduce engagement.
  • Lower engagement impacts viewability.
  • Lower viewability impacts CPMs.

Slow wrappers, excessive third-party scripts, and aggressive refresh logic compound this effect. Ad tech should support your content, not compete with it.

Continuous CWV monitoring, optimized lazy loading, and smart refresh logic protect both user experience and yield stability.

3. Layout & Ad Testing: Static Setups Underperform Over Time

Buyer behavior shifts. Traffic sources evolve. Attention patterns change. Yet many publishers haven’t A/B tested layout or density in months.

Across the industry, controlled layout testing frequently produces measurable RPM lift — often in the 5–20% range depending on baseline efficiency.

Strategic tests can include:

  • Placement repositioning
  • Density adjustments
  • In-content formats
  • Dynamic ad insertion
  • Refresh timing optimization

Optimization should be continuous, not seasonal.

4. Ad-Block Recovery: Incremental Revenue Hiding in Plain Sight

Depending on vertical and geography, ad-block usage can range from 15% to 40% of sessions. Without a compliant recovery strategy, those sessions generate zero revenue.

Done correctly, recovery:

  • Maintains performance
  • Preserves user experience
  • Captures incremental yield without cannibalization

5. Audience Activation: Demand Is Selective — Make Your Inventory Stand Out

Signal loss continues to reshape how buyers evaluate inventory.

Publishers layering in:

  • ID-less enrichment
  • Audience curation
  • Direct and curated deal activation
  • Data connectors that enhance contextual signals

are better positioned when DSPs prioritize quality and addressability.

Your traffic already has value. The difference is whether that value is visible and fully accessible to buyers.

Q1 doesn’t require dramatic changes. It requires disciplined execution across the fundamentals: clean ads.txt, strong page performance, ongoing testing, and smarter demand activation.

In a softer market, small inefficiencies compound. So do small improvements. A focused site check-up now can strengthen performance through the rest of the quarter and position you better for what comes next.