determining, by one or more processors coupled to memory, a first set of ads on a first semi-connected device that were presented at the first semi-connected device while the first semi-connected device was disconnected from a network;

determining a first device identifier associated with the first semi-connected device;

determining, based at least in part on the first device identifier, a first estimated number of ad impressions for a first ad of a set of ads, wherein the first estimated number of ad impressions represents an estimated number of impressions the first ad will receive on the first semi-connected device while the first semi-connected device is disconnected from the network, wherein the determination of the first estimated number of ad impressions is made prior to the first ad being sent to the device, and wherein the first estimated number of ad impressions is more than one ad impression;

determining, based at least in part on the first estimated number of ad impressions, that the first semi-connected device is to be updated with the first ad;

causing, after determining that the first semi-connected device is to be updated with the first ad, the first ad to be sent to the first semi-connected device; and

causing at least one ad of the first set of ads to be removed from the first semi-connected device.