Ad Refresh Strategies: Do They Really Boost Revenue?
Publishers are constantly looking for ways to make more revenue out of their existing ad inventory without affecting the user experience. Ad refresh is one of the easiest strategies that often comes up in terms of doing that.
The idea is instead of showing a single ad when a user visits you refresh the ad every 30, 60, or 90 seconds. More impressions, more revenue right at least in theory. But is it effective?
Let’s talk about what exactly an ad refresh is, how it can affect revenue and user experience, and whether or not it’s worth adding to your monetization strategy.
What Is Ad Refresh?
Ad refresh is reloading an ad slot after a set amount of time while the user remains on the same page. Instead of the ad staying static, a new ad is served periodically, giving advertisers more chances to show their creatives and publishers more chances to earn.
There are different types of ad refresh:
● Time-based refresh: Ads reload after a fixed time (e.g., every 30,60 seconds).
● Event-based refresh: Ads are refreshed whenever a user clicks or scrolls.
● Active View-based refresh: Ads refresh only when they meet viewability standards.
While the ad refresh can increase the no of impressions the important question is whether or not ad refresh actually results in an increase in revenue and if so, at what cost.
But not all ad impressions are treated the same. Advertisers care about viewability not just the number of impressions.
If ads are refreshed too quickly or are not actually seen or interacted with they may get lower bids over time hurting your CPM and affecting user experience.
Does Ad Refresh Really Increase CPM?
Yes, but only when done right. When ads are refreshed strategically, publishers can increase viewable impressions and overall revenue.
But if it’s overused or not optimized, it can backfire by reducing CPMs, lowering viewability scores, and even pushing advertisers away.
When Ad Refresh Helps:
● High Page Time
If users stay on your page for a long time like articles, forums, or live scores, refreshing ads after 30-60 seconds can make sense. You are making better use of the screen space because the user is engaged.
● Viewability Based Refresh
Refreshing ads only when they are viewable (e.g., 50% of the ad is on screen for 1 second or more) helps maintain advertiser trust. These impressions are more likely to be monetized at higher rates.
● Demand from the Programmatic Market
When there is a lot of demand from the Programmatic Market, ad refresh can help fill more impressions without making CPMs too low.
When It Hurts:
● Low Viewability
If ads are refreshing in areas users don’t scroll to, or refreshing too quickly, it can lower viewability scores. This is noticed by advertisers.
● Ad Fatigue
Refreshing ads too many times will hurt user experience and lead to higher bounce rates or lower session times.
A good rule of thumb? Keep refresh rates reasonable 30 seconds or more, non-viewable ads should not be refreshed, and the content should remain the primary focus.
● Invalid Traffic Risks
Poorly implemented ad refresh can trigger invalid traffic filters, which can lead to lost revenue or even account suspension.
Google Ad Manager has rules around ad refresh. Not all ad types can be refreshed, and if you’re refreshing ads that shouldn’t be, you risk policy violations or losing access to demand sources.
Data Behind Ad Refresh: What the Numbers Say
According to data from industry platforms, publishers using smart ad refresh (viewability-based, time-controlled) have seen 10% to 30% increases in revenue without major drops in CPM. However, aggressive refresh (e.g., every 20 seconds regardless of viewability) can result in lower fill rates and CPMs by 15%.
According to Ad Manager reports, advertisers value viewable impressions more than volume. Even with fewer total impressions, ads with a high viewability (above 70%) tend to earn higher CPMs.
Best Practices for Ad Refresh
If you’re thinking about trying or optimizing ad refresh, here’s what actually works:
● Refresh Only Viewable Ads
Active View or viewability triggers can be used to refresh ads that are in view. This protects your CPM
● Reasonable Intervals
30 to 60 seconds is a safe zone for most content types. Anything faster increases risks.
● Track Metrics
Pay close attention to metrics like viewability, CPM, and fill rate. If bounce rates go up or CPMs drop, reassess your settings
● Watch User Behavior
Are users leaving faster after Ad refresh is enabled? That’s a red flag.
● Test and Adjust
What works for one site might not work for another. Do A/B tests to discover the optimal balance between revenue and user experience.
● Communicate with Demand Partners
Some advertisers or platforms don’t allow refreshed impressions. Always check policies, especially with premium demand.
● Stay Compliant
Follow Google’s ad refresh policies carefully. Violations can hurt your monetization.
So, Is Ad Refresh Worth It?
It can be if done right. The mistake many publishers make is thinking ad refresh is a magic button for more revenue. It’s not. You need to be strategic, test results, and prioritize user experience.
Publishers who use smart refresh strategies are more likely to see consistent gains, while those who use aggressive or careless settings might see short-term spikes followed by long-term drops.
If your goal is sustainable revenue growth, focus on quality impressions, not just more impressions. Ad refresh is a tool and like any tool, it works best when used with purpose.
How MagicBid Helps You Earn More
If you’re not making the most of your ad space, you’re leaving money on the table.
MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.
- Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
- In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
- CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.
With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.
Connect with us now to get a free ad revenue evaluation.