Case: ad refresh at 30s beat 20s by $1.10 RPM
News site, n=1, 60d split test. They ran a viewability-gated refresh (reload ad only when slot is on screen) and tested the interval.
20s refresh RPM $14.10 ▮▮▮▮▮ | viewability 58%
30s refresh RPM $15.20 ▮▮▮▮▮▮ | viewability 69%
45s refresh RPM $14.80 ▮▮▮▮▮ | viewability 72%
Shorter intervals fired impressions that never cleared the 1s-seen bar, so buyers discounted them. 30s was the peak.
So what: faster refresh ≠ more revenue past the viewability cliff. ▲7.8% vs 20s
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Case: ad refresh at 30s beat 20s by $1.10 RPM
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