<b>Active ad refresh lifts RPM 12-25% — but only on engaged time, not timers.</b>

<b>Active ad refresh lifts RPM 12-25% — but only on engaged time, not timers.</b>

Refresh = re-requesting a new ad for the same slot during one pageview. Dumb 30s timers tank viewability; event-based refresh (on scroll, on active tab) preserves it.

illustrative, same site:
— No refresh RPM $14 ▮▮▮▮
— Timer 30s RPM $15 ▮▮▮▮ (viewability -14%, buyers blocklist)
— Active 35s+ RPM $17 ▮▮▮▮▮ (viewability -3%)

Good refresh only fires on units that stayed viewable past your interval and when the user is active.

So what: refresh on attention, not on a clock. ▲ +21% RPM, viewability intact.