Product Spotlight: Smart Refresh

Whether you’re considering refreshing your advertising inventory for the first time, losing the vendor that powers your refresh, or seeking more ROI on your in-house refresh, Optimera’s Smart Refresh provides solutions for all three use cases.

What is ad refresh?

Based on predetermined parameters like viewability and time-in-view, when a site visitor comes to a webpage, ads that are displayed on the page are automatically refreshed without the page itself being refreshed.

Why refresh your ads?

Refreshing ad impressions when site visitors stay on the page for a long time, generates more revenue for publishers and, when best practices are followed, provides value to both advertisers and site visitors.

If you refresh your ads, do it the smart way!

Smart Refresh leverages Optimera’s patented methodology to optimize revenue to user behavior and viewable ad placements. Smart Refresh eliminates inefficient signaling and improves the quality of publishers’ ad stacks.

Ad Refresh Best Practices

  • Comply with demand partner policies
  • Consider the time intervals between your ad refreshes; minimum 30 seconds, minimum 60 seconds
  • Consider whether a site visitor has engaged with the page. Was there a click, key, scroll, mouse movement?
  • Pair refresh with content; advertisements that appear with short content formats can refresh more frequently than ads that appear with long content

With Optimera’s Smart Refresh, publishers refresh Open Exchange, PMP and Direct impressions. 

Why Give away your premium ad inventory?

Vendors will ask you to refresh your quality ad inventory and send it to their ad platform. This means that your highly viewable refreshed ad impression CPM will be for someone else’s benefit.

Instead, with Smart Refresh — highly viewable refreshed impressions are sent to your ad platform and Optimera passes all of the ad impressions back to you. Where the inventory goes and how it gets monetized is 100% transparent.

Compare Smart Refresh to in-house refresh

For publishers that have in-house refresh solutions, we’ve seen that the ad refresh events are triggered by the page, rather than by the ad itself. Optimera’s Smart Refresh methodology uses the same tech that measures whether the measurement company will say an ad is viewable. Smart Refresh delivers more efficient refresh, higher overall viewability, and higher CPMs.

Smart Refresh AdX A/B test results:
Smart Refresh increased daily refresh AdX revenue by +700%

Optimera’s single implementation powers Smart Refresh as well as an entire suite of publisher technology capabilities. All of Optimera’s solutions have synergy and provide targeted ad delivery for campaign optimizations and revenue gains.