<b>Ad refresh: the 30-second floor</b>
Timed refresh adds impressions but each refreshed impression is worth less and bidders discount known-refreshed inventory.
— No refresh: slot RPM $4.00 ▮▮▮▮
— 60s refresh: $5.40 ▮▮▮▮▮
— 30s refresh: $6.10 ▮▮▮▮▮▮
— 15s refresh: $5.80 ▮▮▮▮▮ (CPM tanks, MRC flags)
n=70 sticky placements, 28d. Below ~30s, per-impression CPM falls faster than impression count rises, and some buyers blacklist sub-30s. Gains require the slot to actually be viewable at refresh.
<b>So what:</b> 30s + active-tab + in-view condition is the yield peak. Faster is self-harm. 30s vs none: slot RPM ▲ +53%
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<b>Ad refresh: the 30-second floor</b>
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