What is the Adsense Policy on Auto-Refreshing Ads?

Is it acceptable to refresh Google ads? Yes – BUT only when it is user-initiated!

Google makes it clear that auto-refreshing Google ads in the following ways are not permitted:

  • Refresh non-google ad to a Google ad
  • Refresh Google ad to a non-Google ad

However, if the case is user-initiated, it is safe to:

  • Refresh a non-Google ad to a Google ad

And depending on your chosen ad network, it is generally fine to auto-refresh a non-Google ad to another non-Google ad.

Bottom-line:

Unless user-specified, publishers are not allowed to auto-refresh to and from Google ads, in a single URL.

We’ve seen some publishers do this to inflate page views, but as we always say – the sneaky tricks won’t do any good in the long term. Google might disable your ads at any time. Additionally, it pays to keep maintain a good user experience on your site.

What’s in it for Publishers?

This does not mean you cannot reload ads on a given page. As long as you’re compliant with Google’s rules, you can make use of DFP in reloading ads (without refreshing the whole page) based on a timer.

Here’s how: https://support.google.com/dfp_sb/answer/3058726?hl=en

As a note: The refresh functionality only works in asynchronous mode. Calling refresh() creates a new correlator ID for the requested ad.
We help publishers stay Google-compliant by informing our publishers of the latest Google policy updates. Stay tuned for more news on Adsense policy.

Trying to understand AdSense’s ad refresh policy? Get in touch with us today to get expert guidance on your AdSense, Ad Exchange, and Google Ad Manager optimization techniques. Sign up for a FREE consultation today.


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Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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