"Same traffic, way more ad impressions now"

"Same traffic, way more ad impressions now"

Fair: more impressions per session can be legitimate — infinite-scroll content, longer dwell, real engagement.

But the usual cause is aggressive lazy-load plus refresh. The new network counts an impression every time a unit re-renders on scroll or every 30 seconds of view. Your impression count balloons, RPM-per-impression drops, and the totals roughly wash — except advertiser trust and your viewability quietly degrade as refresh impressions pile up.

🚩 Hidden variable: refresh and lazy-load policy inflating the impression denominator. "More impressions" can mean the same eyeballs counted three times.

Compare revenue per session. Impression-based metrics let networks manufacture volume that means nothing for your actual earnings.

Not saying refresh is bad — saying the comparison is rigged.