Dive Brief: 

• Paris-based mobile ad network AppsFire has found a new location for mobile ads: The "pull-to-refresh" space. 
• The idea is that when a mobile user pulls an app feed downward in order to refresh the page, the startup's Brichter-San product will fill that empty space with an ad. 
• The new ads will be available on a CPC/CPM basis and will be sold through a real-time bidding platform soon. 

Dive Insight: 

The idea to place an ad at a place and location that mobile users are known to not be focused on the content is brilliant. It seems, though, that an ad popping up while a user is waiting for the page to refresh could be perceived as slowing down the process — and perhaps it actually will slow a refresh. The phenomenon likely won't be much different than other in-app ads that pop up between screens. The main difference will be the size and timing of the ads. A brand case study would be fascinating to see once the ads take off.