Key Takeaways

• Adhesion banners (also called sticky ads) remain fixed to the screen edge while users scroll

• They deliver 5-8x higher viewability rates compared to standard banner ads

• Desktop adhesion banners typically earn $3-5 CPMs while mobile versions earn $0.75-1.50 CPMs

• They work best when implemented with a close button and limited to one per page

Have you ever noticed those ads that follow you as you scroll down a webpage? The ones that stick to the bottom or top of your screen? Those are adhesion banners, and they're one of the most effective ad formats for publishers looking to boost their revenue without annoying their visitors too much.

What Are Adhesion Banners?

Adhesion banners are display ad units that "stick" to a specific position on the user's screen as they navigate through content. Unlike standard display ads that disappear when scrolled past, adhesion banners maintain visibility by staying fixed to the viewport—typically at the bottom, top, or sides of the screen.

Think of them like those annoying Post-it notes your coworker keeps sticking to your monitor—except these actually make you money.

The most common sizes for adhesion banners are:

• 320x50 (mobile)

• 728x90 (desktop)

• 970x90 (desktop wide)

Why Publishers Love Them

There's a good reason why adhesion banners have become staples in publisher monetization strategies. They simply work.

High Viewability

The biggest advantage of adhesion banners is their consistently high viewability. Since they stay in the viewport regardless of how much a user scrolls, they maintain 100% viewability throughout a session. According to data from MediaVine, adhesion units can see 5-8x the viewability rates of standard banners.

"These units earn the highest CPMs because the advertisers know users actually see them," explains James Wellborne, ad operations specialist at PromiseMedia.

Decent Revenue Without Disruption

While adhesion banners don't command the sky-high CPMs of interstitials or video ads, they strike a good balance between revenue and user experience. According to industry benchmarks, adhesion banners typically earn:

• Desktop: $3-5 CPM

• Mobile: $0.75-1.50 CPM

Lower than some formats? Yes. But they also don't stop users from consuming content like some more aggressive ad types.

Implementation Best Practices

Getting adhesion banners right involves a few key considerations:

Placement Matters

The bottom of the screen is the most common placement for adhesion banners. This position generally delivers the best balance of visibility without interfering with content consumption.

As AdvertServe explains, "Adhesions are best implemented with 970x90 or 728x90 banners because they offer a lot of creative real estate without taking too much vertical screen space."

Always Include a Close Button

This is non-negotiable. Users need a way to dismiss your adhesion banner if they find it annoying. According to research by Smartadserver, including a close button can actually increase overall campaign performance by reducing negative user sentiment.

Less Is More

Limit yourself to one adhesion unit per page. Multiple sticky elements create a cluttered feel and can lead to the dreaded "banner blindness" where users mentally filter out all advertising.

Common Mistakes to Avoid

Even the simplest ad implementation can go wrong. Here are some pitfalls to watch for:

Forgetting About Mobile

Many publishers optimize thier adhesion banners for desktop but neglect the mobile experience. With over 60% of web traffic comming from mobile devices, this is a costly mistake.

Heavy Banners That Slow Pages

Heavy ad creative can tank your page speed and Core Web Vitals, leading to SEO penalties. Make sure your adhesion banners are optimized for performance.

Andrew Miller, performance marketing specialist at Turn It Blue Digital, notes: "Page speed is critical. A slow-loading adhesion unit might earn a higher CPM but cost you more in lost traffic long-term."

Network Compatibility Issues

Not all ad networks support adhesion units equally. Google AdSense has specific requirements, while Facebook doesn't allow them at all. Check your network's policies before implementation.

When Not to Use Adhesion Banners

Adhesion banners aren't right for every situation. Avoid them when:

• Your site already has multiple fixed elements (navigation bars, newsletter prompts, etc.)

• You're targeting premium advertisers seeking high-impact placements

• Your content is primarily video-based (where they can interfere with video controls)

The Bottom Line

Adhesion banners might not be the flashiest ad units, but they're reliable revenue generators that balance monetization with user experience. For beginners looking to step up from basic display ads, they're an excellent entry point into more sophisticated ad implementations.

By maintaining visibility without being overly intrusive, adhesion banners represent what good ad tech should be—effective for advertisers, profitable for publishers, and acceptable to users.