To continue with what Gizmo wrote (thank you!)
Attached screenshots show the difference on MOBILES with default vs forced columns settings
1) Default Mobile View
2) ALWAYS ON COLUMNS, Edited viewport, width=768
3) ALWAYS ON COLUMNS, Edited viewport, width=960
When setting the viewport to a 960px width, mobile users will need to zoom out on each page they visit, just to view the entire page content. Doing this means they may be placing their gesture figures over the ads and possibly causing false clicks on those ads.
Advertisers generally dont appreciate paying for false clicks.
Mobile users generally dont appreciate having to zoom out on each visited page to navigate it, and then zoom back in to read the content on that single page.
Are you taking advantage of header ads, footer ads, and ads below the first post? If not, it may be time to update your website from the outdated "desktop only" formatting. UBB.threads now uses responsive design. Much of the world is now using mobile devices rather than only desktop computers for visiting websites.
Further reading at:
https://en.wikipedia.org/wiki/Responsive_web_designand
https://www.smashingmagazine.com/2011/01/guidelines-for-responsive-web-design/edit1:
4) DESKTOP ONLY - Viewport line has been completely removedIf you want a DESKTOP ONLY experience given to all of your users, completely remove the following line from templates/default/header.tpl
<meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=3">
edit2:
Screenshots were taken using a OnePlus3T smartphone (Android). 400px with a CSS pixel-ratio of 2.5+
for reference: iPhone4/5 (320px portrait), iPhone6 (375px portrait), iPhone6 PLUS (414px portrait). This is "maximum number of pixels wide while displaying in portrait/standard smartphone presentation".
https://mydevice.io/devices/
