If you’re planning to try lazy loading ads to improve viewability and CTR, you should consider implementing it. Let’s say your average viewability is below 50% (across the site), then if you can improve it by just 20% to 30%, your average eCPM will likely increase.
You’ll deliver lesser impressions, but you wouldn’t see a strong decline in revenue as the eCPM lift tends to neutralize the negative impact of decreased impressions. Most importantly, your goal will be achieved.