Glossary/Programmatic/Ad refresh
What is ad refresh and when should publishers use it?
How ad refresh works, where it helps and hurts, and how to use it responsibly.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAd refresh loads a new ad in the same ad slot while the reader is still on the page, for example after a set time or a user action.
Types of refresh
| Type | Triggered by |
|---|---|
| Time-based | A set number of seconds in view |
| Action-based | Scrolling, clicking or a new gallery image |
| Viewability-based | Only when the slot is in view |
Benefits and risks
| Benefit | Risk |
|---|---|
| More impressions per page | Lower prices if buyers see low attention |
| Revenue from long reads | Breaking buyer or platform rules if not declared |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Use it responsibly
Refresh only in view
Never refresh ads nobody sees.
Declare it
Many platforms and buyers require refreshed impressions to be flagged.
Exclude direct campaigns
Unless the advertiser agreed.
Measure revenue per page
Not just impressions.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Related terms
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