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What is ad refresh?

Ad refresh is the process of reloading display ads on a page after the first auction has delivered and rendered creatives. Publishers use ad refresh to boost the number of impressions served and increase revenue

OpenWrap's ad refresh feature is a customizable feature that allows publishers to reload ads on their pages. It can rerun both OpenWrap and GAM auctions and can also be used to manage TAM auctions with slight code modifications on the page.  

Who should enable ad refreshes?

Ad refresh is available to any publisher using OpenWrap version 5.x onwards. Supported Integration: All web-based integrations (client-side, server-side, hybrid) are supported. 


  • Users spend a significant amount of time on your pages and you are currently not refreshing ads

  • You have ad refresh enabled but it does not refresh OpenWrap or TAM auctions. 

  • Your viewability scores are subpar and you don't want to refresh nonviewable ad slots. 

  • Your viewability scores are subpar and lazy-loading has not helped improve scores.  

  • You need advanced ad refresh logic that's not supported by your solution. For example, 

    • Refreshing only select ad slots 

    • Limit the number of refreshes 

    • Refresh only viewable ad slots 

    • Customize time interval between ad refreshes

When should I not enable ad refresh?

  • If time spent on page averages to less than a few seconds (in the single digits), then ad refresh is not for you.

  • If you already have another tech provider or an internal solution refreshing ads on your inventory, then do not enable this feature. Please make sure you deactivate all other ad refresh functionality before you use OpenWrap’s ad refresh feature 

  • You have contractual limitations where ads can't be refreshed when a direct campaign wins the auction.

Enable ad refresh

Before enabling ad refreshes 


Code Block
titleBasic snippet using default settings
PWT.HookForPrebidSetConfig = function(config) {         config.pubmaticAutoRefresh = {             enabled: true         };}; 

Advanced configurations 

Configuration options, default settings, and code examples.  


Details to be added after at least one beta test is executed. 

Reporting for ad refreshes 

GAM Reporting: OpenWrap’s ad refresh module will pass additional targeting keys to GAM. These keys can be used to identify ad refreshed inventory and create GAM reports with all available KPIs.