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What is the Adsense Policy on Auto-Refreshing Ads?

Kean Graham

This post was most recently updated on September 14th, 2021

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:

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

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.
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