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December 31, 1969
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Ad Ops & Digital Publishing News - Sortable

Aug 18 2016

Ad Refresh and Its Effects on CPMs

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TL;DR

  • Refreshing an ad placement 1 time reduces CPM by almost 10% (CPM = cost per thousand impressions)
  • Refreshing an ad placement 5 times reduces CPM by 25%
  • Using refresh increases revenue-per-page for long page view times
  • Using refresh could decrease site performance
  • Using refresh could increase data usage
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