Continuously scrolling pages

[csdude55]

I've long been discouraged from making pages that continuously scroll (ala Facebook) because I'm limited to 3 Adsense ads, and can't make them sticky. So instead I have to paginate everything, which is starting to look dated.

But then today I came across this

(SNIP)

Notice that as you scroll down, the URL in the address bar changes. I had never seen this before.

So the question is, does doing this in some way let you regenerate Adsense banners? Or is it just a JS method to allow sharing of the article that has been scrolled to?

[edited by: martinibuster at 6:46 am (utc) on Jul 30, 2016]
[edit reason] Pls talk about the issue not about specific sites. Thx [/edit]

[local]

This is called infinite scroll and is accomplished with the JS history API - [developer.mozilla.org...]

The url update doesn't cause a page load so you would need to take other steps to refresh the adsense ads. The new ads would be serving on a new URL, so in theory would look different than a simple refresh to google. Adsense policy still strictly prohibits refreshing, but it also speaks in context of a "page", so the question is if the URL has changed, is it a new page? It's an odd situation because infinite scroll with refresh is a massive UX improvement over pagination, and you would think Google would favor the UX improvement.

DFP does have ad unit refresh capabilities, and Adsense can be integrated through DFP, but the policy question still exists. AdX does allow refresh if the ads are tagged appropriate in AdX, so it's possible sites you are seeing are a) using Adx (via DFP or otherwise) or b) using other ad networks or c) are pushing the policy thresholds

Also worth noting that AdX policy on ads-per-page is quite different than Adsense's, particularly in context of mobile -- so I suspect any large site using infinite scroll does so via AdX.

[csdude55]

Pls talk about the issue not about specific sites. Thx

Sorry, martini :-D I wasn't sure how to describe the feature without a little show-and-tell.

Local: thanks for all of the info! I have primarily used Adsense for several years, but honestly, it doesn't seem to be keeping pace with aesthetics... especially when it comes to mobile. My mobile percentage has more than doubled this year so that about 60% of my traffic is mobile, but mobile pays a tiny fraction of desktop. Which means that this is a scary trend for me.

I'm rebuilding everything right now to be more mobile friendly, so I'll definitely look in to the information you posted.