Ad refresh vs passback chains: two ways to monetize the same slot, both abused

Ad refresh vs passback chains: two ways to monetize the same slot, both abused
Watching: pubs reach for either to lift RPM and both can torch buyer trust if mistuned.
— Refresh: re-auctions a slot on a timer/viewability trigger — legit revenue IF gated on 30s+ viewable and user engagement, not a blind clock.
— Passback: unsold impression handed to a backup tag — adds latency and a demand hop, often lands you tagged RESELLER downstream.
— Modern Prebid backfill beats classic passback chains on both speed and transparency.
Impact: Prefer viewability-gated refresh over passback daisy-chains; buyers detect and discount both when sloppy. (sourced)