Dive Brief:

• As debates over what is considered "viewable" on mobile continue, many publishers are making their own decisions to increase their ads' visibility. 
• The most dominant trend is for publishers to move ads to the top of page, making it the first thing readers see. The mobile sites for Business Insider, The Atlantic and Wired, all have banners directly below navigation bars. 
• Other publishers have moved ads to appear automatically throughout the article. Forbes, for example, has ads coded to appear after the third and fifth paragraphs. 

Dive Insight: 

The debate on what counts as an ad "view" on mobile is destined to persist, but that doesn't mean publishers are waiting to create their own standards. 

As Digiday explains, more than 50% of traffic publishers are seeing is coming from mobile ads, and "as a result, publishers are trying to close the gap by cramming more ads onto pages."

By improving placement, they can still drive ad dollars -- which has yet to catch up on mobile, making optimizing mobile ads a top priority for publishers.