Google Now Allows Ad Refresh for Ad Exchange

Ad Exchange Ad Optimization
Last updated: September 22, 2021 | by Kean Graham

This post was most recently updated on September 22nd, 2021

Good news to our publishers! Google now allows ad refresh via the Ad Exchange UI. This means publishers can run refreshing ad inventory (display, mobile web, and in-app) to compete on AdX. The only requirement is to declare this via the UI.

Just go to Rules > Publisher Declarations.

Google Now Allows Ad Refresh for Ad Exchange MonitizeMore

Note that publishers must declare the type of refresh and rate of refresh via the AdX UI. This is to make sure publishers are being transparent to buyers of refreshing ad inventory.

Google also approves working with Webspectator, or publishers doing it manually via Google’s Publisher Tag (GPT).

Worried about setting up your ad refresh strategy? We can help you set it up so you don’t frustrate your ad partners and see the revenue lift you’re looking for. Sign up to MonetizeMore and get help directly from one of our ad engineers. 

What is an Ad Refresh?

An ad refresh is the ability to load new ads and/or content upon condition. The condition can be based on the type of refresh (i.e. user-based action) or the refresh rate (i.e. after 60 sec). An example of this is Elite Daily which loads five display ad impressions on its article pages and refreshes each of them every 60 seconds. Source:

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Why and How is it used?

Refreshing ads is one way to boost monetization of your impressions. This is particularly effective for pages with engaged users – those who spend longer time on a page. It’s also recommended for pages with high viewability levels. Sites with content that changes regularly (such as scores in sporting events, weather, etc) can also take advantage of the ad refresh function.

Ad Refresh Best Practices

To get you started on ad refresh, here are some best practices:

1) Declare the type and rate of ad refresh in Ad Exchange

Publishers can make use of the following ad refresh types. These can be found in the AdX UI:

  • User action-based: Where publishers can refresh ads based on user-guided navigation, such as scrolling.
  • Event-based: Where publisher can refresh content (and corresponding ads) based on events changing, such as sports score updates, weather updates, etc.
  • Time-based: Where publishers can refresh ads at predetermined time intervals.

In order to be in compliance with IAB policy, there is a minimum interval of time (refresh rate) that must take place between ad refreshes. The following chart lists the minimum amount of time for each refresh trigger by platform:

Refresh Type Desktop and mobile web Mobile app
User Action-based No Minimum No Minimum
Event-triggered 30s minimum 30s minimum (60s recommended)
Time-based 30s minimum 30s minimum (60s recommended)

For more details on ad refresh rate, see:

2) Generally, longer time intervals work best

The longer the interval between refreshes, the more desirable your inventory is to buyers. There are several buyers who will choose to buy refresh inventory at greater time intervals. It is beneficial to users, as well. Ads that persist for 60 seconds or longer allows users to have more time engaging with your ads. For time-based refreshes, 240 seconds or above is optimal. Take note though, that it may vary per type of website and inventory. Experimentation is still key (see advice #3).

3) Run A/B Testing

Each publisher will have different optimal refresh types and refresh intervals. It’s best to run experimentation (A/B testing) in order to optimize revenue. Varying and testing the effect of refresh rates on different inventory segments is a must! From your experiments, you can deduce the refresh rate that works best for your type of inventory. This is important to check early on because some advertisers will tend to opt out of serving on refreshed ads and/or bid less if they see that the refresh mechanism does not work to their advantage. This is to avoid CPM decreases.

4) Action-based refreshes

These are also effective and have little to no effect on user experience.

What’s next?

Not sure how to set up ad refreshes for your website? We can help you navigate the setup process for ad refreshes so your ad networks stay happy and you see the daily revenue lift you’re looking for. Sign up for a Professional account at MonetizeMore today!

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