Google Now Allows Ad Refresh for Ad Exchange

Google Now Allows Ad Refresh for Ad Exchange

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 allows ad refresh under Adx Rules

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:

Bonus: Yield Optimization Guide: The Ultimate Checklist!

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!

Kean Graham

CEO and Founder at MonetizeMore

Kean has been a pioneer in the AdTech world since 2010 who believes in the supremacy of direct publisher deals, programmatic advertising, and building ad technology as keys to scaling ad revenue. Here, he provides publisher resources and guides covering areas like website monetization, AdSense optimization, Google Ad Manager, Ad Exchanges, and much more.

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    hello, I have a DFP small Business Integrated To My Website, I want To Refresh The Ads After 10 Sec, Does DFP Track The Impression,

  2. Sandeep Jangid

    Hello, how i increase Revenue & RPM by DFP. Please guide me for that. Also. please tell me the recommended Ad refresh timing.

    • MonetizeMore

      Generally, the longer the better is recommended. If you have ads that refresh every 5 seconds for example, you’ll give no value to your advertisers because your users won’t be able to see the ads, not to mention the distraction. 60 seconds and up is good.

      As for increasing RPM, make sure you’ve got a rich, engaging website full of great content. Make sure your ads are set up in accordance with AdSense guidelines, and that you have at least one ad above the fold on desktop. As you get bigger, try adding more ad networks as competition for AdSense that will push up the RPM.


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