{"id":17902,"date":"2019-09-13T18:03:08","date_gmt":"2019-09-13T16:03:08","guid":{"rendered":"https:\/\/yieldbird.com\/?p=17902"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"is-ad-refresh-a-good-choice-for-your-website","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/is-ad-refresh-a-good-choice-for-your-website\/","title":{"rendered":"Is Ad Refresh a Good Choice for Your Website?"},"content":{"rendered":"\n

Ad Refresh<\/strong> is a method that lets you view several advertisements in one ad slot within the one page view. Despite its bad reputation, when used properly, it can be highly effective. After launching the ad refresh<\/em> on one of the sites we service, we noted a growth of daily RPPV (revenue per 1000 page views) of 63%. The daily revenue of this site also increased by approximately 17%. These incredible results happened the very next day after launching the ad refresh on the website. <\/p>\n\n\n\n

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\n\nSo what differences can Ad Refresh make when properly used? How often should you set the refresh to occur? Which ad unit<\/strong><\/a> should you choose? To get the most out of Ad Refresh, you\u2019ll need to learn how to answer these questions, as well as a few more.\n\n<\/p>\n<\/div><\/div>\n\n\n\n


What exactly is Ad Refresh?<\/h2>\n\n\n\n


Let\u2019s begin with establishing what exactly this infamous Ad Refresh is<\/strong>. As you read earlier, it\u2019s a method that lets you view several advertisements in one ad slot, during one page view. Ad Refresh may be used with any DSP you\u2019d want as there aren\u2019t many restrictions. <\/p>\n\n\n\n

Currently, the most advanced Ad Refresh<\/em> on the market is offered by Sovrn<\/b><\/a>. It refreshes ads every few seconds, but only if the user shows engagement. If the user has a tab with the website opened but doesn\u2019t perform any action, the ad won\u2019t be refreshed. Action means even moving their cursor around the site. Sovrn monitors 45 indicators that can describe the user\u2019s behavior and prevents the lowering of the ad unit\u2019s viewability. <\/p>\n\n\n\n

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\n\nThe lower the viewability, the lower the ad unit and the whole page value to advertisers. Sometimes the user may not be active on our page, despite still having an open tab with it. In this case, the ads will keep on refreshing, causing unfavorable effects for our site. \n\n<\/p>\n<\/div><\/div>\n\n\n\n

What are types of ad refreshing and how they work?<\/h2>\n\n\n\n

There are different types of ad refreshing, each with its own triggers and implementation methods.<\/p>\n\n\n\n

  1. Time-Based Refresh:\u00a0<\/strong>This type of ad refreshing involves setting specific time intervals for loading new ads. For example, ads can be set to refresh every 30, 60, or 90 seconds.<\/li>
  2. User Action-Based Refresh:<\/strong>\u00a0With the user-action-based refresh, the ad refreshes based on actions taken by the user on the webpage. This includes clicking on the screen, scrolling on the page, or conducting a search.<\/li>
  3. Event-Based Refresh:<\/strong>\u00a0In event-based refresh, the ad refreshes when specific content events occur, such as when a news ticker finishes a cycle, a page is refreshed to update current stats, or a game finishes loading.<\/li>
  4. Viewport-Based Refresh:\u00a0<\/strong>This method involves analyzing the section of the webpage a user is viewing and reloading ad units accordingly. However, this method may not always guarantee viewable ads due to user behavior like switching tabs or minimizing the browser.<\/li>
  5. Smart Ad Refresh:<\/strong>\u00a0Smart ad refreshing is a more sophisticated approach that analyzes multiple variables, including user activity, viewable area, and elapsed time, to predict when an ad will be in view. It is considered the most advanced and reliable method currently available.<\/li><\/ol>\n\n\n\n

    Of course, everything described above is only theory, backed by some simple examples. In reality, any limit regarding ad refresh settings is the publisher\u2019s coding ability. To be more precise, coding abilities, along with the site\u2019s content and the publishers’ imagination!<\/p>\n\n\n\n

    Does all that mean that every impression will be worth the same as the one before? Not really. The reason behind this is that the user\u2019s engagement in the advertisement will be lower. They\u2019ll have less time to put any interest in the ad\u2019s content. This will result in lower CTR, which is one of the factors that has the most influence over ad unit value. <\/p>\n\n\n\n

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    If the CPM<\/a><\/strong> value lowers, and advertisers don\u2019t consider the ad unit as valuable as it used to be, does it pay off to someone? <\/p>\n<\/div><\/div>\n\n\n\n


    Allani.com is a website of one of our clients. We\u2019ve decided to test ad refresh<\/em> here. It\u2019s a fashion website that posts articles about the newest trends, as well as promoting products via affiliate marketing.

    We chose the product site for our test and provided us with the perfect conditions. On the left side, there\u2019s an ad unit 728×90 sticky, and the product page itself features the infinity scroll. 
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    Has it turned out to be profitable for anyone?<\/h2>\n\n\n\n
    1. Size 728×90 – very popular ad size worldwide. This ad size doesn\u2019t lack demand from advertisers.
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    2. Sticky ad<\/b><\/a> – an ad unit is stuck on the website, in a designated area by the publisher so that it can follow the user whenever he scrolls. 
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    3. Product site with infinity scroll<\/b><\/a> – lengthens the page view time. The user stays longer on one page, without the need to change the site so that they can see more products. <\/li><\/ol>\n\n\n\n

      The day after we began the test, the ad unit noted the daily revenue increase in the order of 66%. It converted into a 17% increase in the whole website\u2019s daily revenue. We haven\u2019t noticed any drops in the number of the site\u2019s entrances, session duration, or page view number. <\/p>\n\n\n\n