A tutorial site refreshed ads after 30 seconds of reading — earned 16% more
Ad refresh means loading a new ad in the same slot after a reader has spent real time on the page, so one visit can show more than one paid ad.
What happened: a long-form tutorial site had readers staying 4+ minutes but showing each ad only once. Lots of attention, little earned from it.
What they did carefully:
1. Refreshed an ad only after it had been viewable for 30 seconds.
2. Only refreshed for readers actively scrolling, not idle tabs.
3. Ran a fresh auction each refresh.
Result: revenue per visit rose 16%, with viewability staying high because refreshes only happened on seen, active ads.
In plain English: long visits deserve fresh ads. Refresh on a timer, but only for ads people are actually watching.
Bid Stack 101
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A tutorial site refreshed ads after 30 seconds of reading — earned 16% more
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