The mistake: cranking ad refresh and calling it growth
Steelman: active-view refresh fills the same slot multiple times per session. RPM climbs. Looks like free money.
The asterisk: refreshed impressions get discounted by buyers, and over-refreshing trains DSPs to bid lower on your domain. The RPM line goes up while your effective CPM quietly erodes.
🚩 Hidden variable: impression inflation. More impressions ÷ same revenue = a prettier RPM that's actually a worse deal per ad.
The fix: watch revenue-per-session and CPM trend, not impression count. If refresh added 30% impressions but only 8% revenue, you diluted your inventory and taught buyers to pay less.
Not saying refresh is bad — saying counting impressions as wins is rigged.
The Network Myth
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The mistake: cranking ad refresh and calling it growth
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