Confirmed: viewability-gated ad refresh lifted RPM 23%

Confirmed: viewability-gated ad refresh lifted RPM 23%
A publisher added a refresh rule: only refresh slots in-view for 30+ seconds.
— No blind 30-second timers; refresh fires on continuous viewability
— Min 14% viewable threshold before counting a new impression
— Capped at 6 refreshes per slot per session
Viewable RPM rose 23% because every refreshed impression was actually seen, keeping buyers paying instead of flagging the inventory.
Impact: Refresh on attention, not a clock. Buyers can tell the difference.
Confidence: sourced