<b>Why an ad sometimes shows a price from 30 seconds ago</b>

<b>Why an ad sometimes shows a price from 30 seconds ago</b>

Some setups save the last bid and reuse it for the next ad slot. That's "bid caching" (storing a bid to spend later).

Why it matters: it can boost reported revenue, but buyers hate it, because they pay for an impression that happened later than they thought. Some pull their budget when they catch it.

Tiny example: a user scrolls, the first slot gets a $3 bid but loses. The system holds that $3 and applies it to the second slot a moment later.

One thing to try: check your wrapper settings for "bidCacheEnabled" or similar. If you didn't turn it on knowingly, ask why it's there.

In plain English: reusing old bids feels free, but it can scare off the buyers paying you.