Ad refresh, reconsidered

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There are a lot of tools and techniques that web publishers can use to maximize ad revenue. This includes A/B testing, header bidding[2], and lazy loading[3] ads. A commonly used technique is ad refresh[4].

This strategy refreshes ads which can increase the number of ads shown to the user. This, in turn, should produce higher revenue-per-session for the publisher[7]. Ad refresh is especially beneficial for sites with engaged users, such as those that spend longer times on pages.

How does ad refresh work?

Standard ad refresh implementations allow publishers/website owners to update code in an ad unit[8]. Or, on a page which allows ad unit refresh at set intervals. Typically after an ad is in view for a set time interval, for example after 60 seconds.

Our managed refresh solution

At Freestar, we simplify ad refresh implementation through our managed refresh feature. Our platform can auto-enable viewable ad refresh for all ad placements without requiring any code changes from the website owner.

Managed refresh is a tool that publishers can use to gain additional viewable impressions. As seen with increasing impression[5] volume, viewability[6], and potentially, revenue. For best ad refresh results, a publisher’s property should have three or more demand partners/sources competing in their ad stack. In fact, having under three demand sources can result in negative participation rates and decreased fill.

How does Freestar implement managed refresh?

Implementing managed refresh, similar to desktop anchors, is easy:

  1. Make your Freestar account manager aware you want to implement managed refresh ads to your site(s).
  2. Managed refresh is remotely for publishers starting at 5%-10% of traffic for a minimum of one week. No code or any other changes are required by publishers.
  3. Freestar tracks changes in fill, CPM[1], page views per session, and revenue on each side of the test.
  4. If the initial test results are positive, Freestar will increase to 50% traffic at a minimum of one week.
  5. Lastly, once testing is completed, the publisher decides if they’d like to make push to 100% traffic or disable managed refresh.

Our results

Overall, Freestar’s testing has seen managed refresh increase revenue anywhere from 5% to 40%. Just by increasing the number of viewable impressions. Why not give it a go yourself?Not a Freestar publisher just yet? Learn how Freestar’s solution stacks up against the competition, earns you more revenue, and has the best analytics platform in the industry. Contact us today and start on your path to earning more.

Terms
1. Cost Per Mille/Thousand [CPM] ( CPM ) Cost per mille, or thousand (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA.
2. header bidding. Header bidding is an ad technology that allows publishers to earn to most ad revenue possible for their ad inventory by ensuring the highest bidding ad is served.
3. lazy loading. With lazy loading, instead of all the content of a web page being downloaded and loaded all at once, content only loads when the users visit that specific part of the screen as they scroll down. The most significant advantage is saving on bandwidth usage which is especially important in countries where internet speeds are low, and data costs are high.
4. ad refresh. This is when a publisher reloads ads on a page at an every 30, 60, 90 seconds or even a custom setting.
5. impression. Impression is when a user views an ad on a page or when an ad is displayed on a webpage.

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