Case: refreshing ads only when the prior bid was high

Case: refreshing ads only when the prior bid was high

What it did: instead of time-based refresh, we refreshed a slot only if its last winning bid was above $1.50 CPM and the unit was 50%+ viewable.

— Setup effort: 4/5 (read winning bid from Prebid, conditional refresh)
— RPM lift seen: page RPM $10.40 → $12.95 (+24.5%) on high-value geos
— Low-value slots stopped wasting refreshes; refresh budget went where the money was

Pros: smarter than blind time refresh — refreshes chase demand, not the clock.
Cons: more complex to build and debug; needs Prebid analytics adapter; low-CPM geos see little benefit.

Lift: ★★★★☆ — Risk: ★★★☆☆
Verdict: the advanced move once basic refresh works. Best for: sites with US/UK traffic and a dev who knows Prebid. Skip if you're not on header bidding.