Ad auto-refresh can boost inventory count by 40-70%, but uncalibrated refresh cycles destroy eCPMs, trigger DSP viewability blocks, and waste server compute.
The Golden Rules of Compliant Refresh
Major exchanges (including Google Ad Manager, OpenX, and Magnite) mandate strict rules governing declared refresh:
- Minimum Duration: Slots must never refresh in under 30 seconds. A 45-60 second threshold represents the industry sweet spot.
- Active Viewability Requirement: If an ad unit is scrolled out of view, the refresh countdown timer must freeze immediately.
- User Activity Detection: If the user is idle (no mouse movement, touch events, or keystrokes for 60 seconds), pause all refresh cycles.