Visibility Is the Bottleneck

PMC × MomentScience · Mobile Visibility Test · Decision Brief

Live data: Oct 2024 – Mar 2025 (5 months)

Post-click performance is stable (15.98% CVR).

Inventory is constrained by 9% visibility.

Decision: Approve a 30-day mobile visibility correction (density reduction only).

The 30-day test determines whether visibility is achievable. The model determines whether it is worth pursuing.

Scoped. Reversible. Mobile-only.
See implementation doc for exact changes.

CONFIDENTAL

Revenue Scales With Visibility

CTR held constant per column. Visibility correction is the only variable.

Both scenarios assume current CPC and CVR.

CONFIDENTAL

30-Day Mobile Validation
What Changes
  • Remove hero image
  • Remove redundant brand row
  • Mobile only
  • No placement changes
  • No monetization logic changes
Measurement
  • Baseline: 0.09 impressions per view (9% visibility)
  • Target: ≥ 0.20 impressions per view at Day 30
  • Impressions per view
  • RPM
Outcome

Impressions per view ≥ 0.20 at Day 30 → proceed to compact refinement.

Impressions per view < 0.20 at Day 30 → revert.

CONFIDENTAL