Myth: ad refresh is free incremental revenue

Myth: ad refresh is free incremental revenue
The '30-second refresh = more impressions = more money' line gets repeated in every yield deck. Buyers caught on.
— Refreshed impressions carry lower bids; many DSPs detect and discount or block them via viewability rules
— High refresh rates tank session viewability and flag your domain in supply-quality scoring
— Net CPM on aggressive refresh often drops below your non-refresh baseline
Volume up, value down.
Impact: gate refresh on active viewability + user engagement, not a fixed timer. (sourced)