Key Takeaways

• Ad refresh automatically replaces displayed ads with new ones at set intervals or based on user actions

• When implemented correctly, it can increase revenue by 30-50% by serving multiple impressions per session

• Best practices include refreshing at 30+ second intervals and ensuring ads are viewable

• Some ad networks (like AdSense) have strict policies on implementation methods

• Should be balanced with user experience and viewability metrics to avoid negative impacts

What is Ad Refresh?

Ever notice how some websites show you different ads in the same spot without you doing anything? That's ad refresh in action.

Ad refresh is a monetization technique that loads new advertisements into existing ad slots without requiring the user to navigate to a new page. Instead of showing just one ad per placement during a user's visit, publishers can display multiple ads in the same space, potentially multiplying their impression count and revenue.

Think of it like a billboard that changes every minute or so. The physical space stays the same, but the advertisement rotates, allowing multiple advertisers to reach the audience.

How Ad Refresh Works

Ad refresh isn't random—it's triggered by specific conditions:

1. Time-based refresh: New ads appear after a set amount of time (usually 30, 60, or 90 seconds)

2. Event-based refresh: Ads refresh when users take certain actions like scrolling, clicking, or interacting with content

3. Hybrid approaches: Combining time and events for smarter refreshes

The technology behind this is relatively simple. Javascript code monitors the defined triggers and calls for new ads from your ad server or network when conditions are met.

Benefits for Publishers

The primary appeal of ad refresh is straightforward—more money. By serving multiple impressions during a single user session, publishers can significantly boost their ad revenue without increasing traffic.

According to a study by Automatad, publishers implementing smart ad refresh saw revenue increases of 30-50% without negative impacts on user experience.

Other benefits include:

• More efficient use of existing inventory

• Reduced ad fatigue when users see variety instead of the same ad repeatedly

• Higher session revenue from users who spend longer on your site

• Better advertiser satisfaction with more opportunities to reach engaged audiences

Implementation Considerations

Before you rush to add ad refresh to your site, there're several important considerations:

Platform Policy Compliance

Not all ad platforms allow refresh. Google's AdSense policies specifically prohibit refreshing ads without user interaction—meaning pure time-based refresh violates their terms. Google Ad Manager is more flexible but still has guidelines.

As Mile Technologies points out, understanding each platform's policies is essential before implementation.

Viewability Concerns

There's no point refreshing ads nobody sees. That's why modern ad refresh should be viewability-based, meaning new ads only load when:

1. The ad slot is currently viewable on screen

2. The ad has been viewable for a minimum time (typically at least 1 second)

This approach, sometimes called "Active View Time" or AXT, has shown significant improvements in viewability metrics according to PubGalaxy research.

Potential Drawbacks

Ad refresh isn't without potential downsides:

• CPM rates may decrease slightly (though total revenue typically increases)

• Page performance and load times can be affected if not implemented efficiently

• Excessive refreshing can irritate users and increase bounce rates

• Some demand sources may value inventory with refresh enabled less highly

Best Practices

Based on industry standards from multiple sources, here are some guidelines for effective ad refresh:

1. Reasonable intervals: Don't refresh more frequently than every 30 seconds. Many publishers find 60-90 seconds optimal for balancing revenue and user experience.

2. Viewability first: Only refresh ads that are actually viewable to users—SetupAd recommends ensuring the ad has been in view for at least one second.

3. User activity checking: Implement user activity detection to avoid refreshing when users are inactive or have switched tabs.

4. Transparent communication: Be upfront with your demand partners about using ad refresh, as some may adjust their bidding accordingly.

5. Performance monitoring: Track key metrics before and after implementing refresh to measure its true impact.

Who Should Use Ad Refresh?

Ad refresh works best for sites where:

• Users spend significant time on single pages (blogs, news sites, forums)

• Content is engaging enough that refreshed ads don't become the main distraction

• Traffic quality is good, with users actively consuming content

As HeaderBidding.co explains, sites with long average session durations stand to benefit most from refresh strategies.

Getting Started

If you're interested in implementing ad refresh, consider these steps:

1. Check your ad network's policies regarding refresh

2. Consider working with partners specializing in refresh technology like SetupAd, PubGalaxy, or Automatad

3. Start with a conservative approach—longer refresh intervals and fewer ad units

4. Monitor both revenue and user experience metrics closely

For those using header bidding, SetupAd's guide on optimizing Prebid with ad refresh provides detailed technical implementation advice.

Conclusion

Ad refresh represenst a powerful tool in the publisher monetization toolkit when used responsibly. By showing multiple ads to engaged users during single sessions, publishers can significantly increase revenue without sacrificing user experience.

The key to success lies in finding the right balance—refresh frequently enough to boost revenue, but not so aggressively that you harm viewability, user experience, or platform compliance.

As with many monetization techniques, testing and measurement are crucial. Start conservatively, track results carefully, and optimize based on your specific audience and content.