RefSettings Object and Its Advantages
The IAB Tech Lab introduced the RefSettings object in OpenRTB 2.6 to standardise ad refreshing without page reloads, maintaining user engagement. RefSettings provides a structured way to communicate ad refresh policies between publishers and bidders, ensuring alignment and optimising ad delivery.
Advantages of RefSettings
Enhanced Transparency: Bidders get a clear picture of ad refresh policies, letting them assess the value of impressions better.
Improved User Experience: Controlled refresh intervals stop ad fatigue and make sure users aren't overwhelmed by too many ad changes.
Optimised Ad Performance: Standardised refresh settings allow for better measurement of ad viewability and engagement, leading to more effective campaigns.
For more on the RefSettings object, refer here.