Revitalizing Ad Impressions: A Programmatic Approach

Ad refresh is a technique used in programmatic advertising to increase the frequency of ad impressions and enhance the user experience. In this article, we will explore what ad refresh is, how it works, its benefits for publishers and advertisers, and good practices for implementing it in programmatic campaigns.

What is Ad Refresh?

Refers to the process of reloading an advertisement on a website after a set interval of time has passed. This allows the advertiser to serve a fresh ad to the user, increasing the chances of the user engaging with the ad. Ad refresh can be applied to any type of ad format, including display ads, video ads, and native ads.


How Does Ad Refresh Work?

This is triggered by a JavaScript code that is added to the ad unit on the publisher’s website. This code monitors the time elapsed since the ad was last loaded and reloads the ad after a set interval of time. The interval of time can be adjusted by the advertiser and can range from seconds to minutes. The ad refresh process is automated and does not require any manual intervention.


Benefits of Ad Refresh for Publishers

Ad refresh can help publishers to increase their ad revenue by serving more ad impressions to users. By refreshing the ad at regular intervals, publishers can also improve the user experience by showing fresh, relevant ads to users. Additionally, ad refresh can help publishers to reduce ad fatigue, as users are less likely to tune out of an ad that is updated frequently.


Improving the Programmatic Ecosystem

Ad refresh is a technique that can help to improve the programmatic ecosystem as a whole. By increasing the frequency of ad impressions, ad refresh can help to increase the overall demand for programmatic advertising, leading to higher CPMs (cost per thousand impressions) and a more robust programmatic marketplace.


Benefits of Ad Refresh for Advertisers

Can benefit from ad refresh in several ways. By refreshing the ad at regular intervals, advertisers can increase the chances of their ad being seen and interacted with by users. Ad refresh can also help advertisers to ensure that their ad remains relevant and up-to-date, even as the user continues to browse the website.

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Good Practices for Implementing Ad Refresh

When implementing ad refresh, it is important to follow best practices to ensure that the process is effective and efficient. Some of the key best practices include:


👉🏻  Setting the interval of time between ad refreshes carefully, to balance the frequency of ad impressions with the user experience.

👉🏻  Refreshing the ad only when the user is actively engaged with the website.

👉🏻  Using real-time data to optimize the ad refresh process and ensure that the ads served are relevant and up-to-date.


In conclusion, ad refresh is a powerful technique that can help both publishers and advertisers to improve their programmatic campaigns. By understanding how ad refresh works, and following best practices for implementing it, programmatic companies can help their clients to maximize the effectiveness of their programmatic advertising efforts.


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