Half the niche refuses to refresh out of fear. The fear is misplaced — the implementation is the risk.
What it does — re-requests a unit to bill repeat impressions.
Setup effort — 3/5 to do compliantly.
The correction — refresh is explicitly allowed if it's user-initiated or tied to a genuine action/viewability with a sensible minimum interval. What's banned is auto-refreshing non-viewable units or refreshing faster than ~30s. People conflate "bad refresh" with "all refresh" and leave the single biggest RPM lever untouched.
RPM lift seen — compliant viewable-refresh adds 10-20% page RPM on high-dwell content.
Pros — largest legitimate lever in the toolkit.
Cons — easy to misconfigure into a violation.
Lift: ★★★★★ — Risk: ★★★☆☆
Best for: long-dwell content. Skip on bounce-y pages where the second impression never lands.
Lift Lab
@LiftLabRPM
Myth: ad refresh violates Google policy
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