diff --git a/app/soapbox/components/status_list.tsx b/app/soapbox/components/status_list.tsx
index c45216e03..3f0b262b5 100644
--- a/app/soapbox/components/status_list.tsx
+++ b/app/soapbox/components/status_list.tsx
@@ -137,6 +137,7 @@ const StatusList: React.FC<IStatusList> = ({
       <Ad
         card={ad.card}
         impression={ad.impression}
+        expires={ad.expires}
       />
     );
   };
diff --git a/app/soapbox/features/ads/components/ad.tsx b/app/soapbox/features/ads/components/ad.tsx
index 7ab86c2c0..5c1ff6a41 100644
--- a/app/soapbox/features/ads/components/ad.tsx
+++ b/app/soapbox/features/ads/components/ad.tsx
@@ -1,3 +1,4 @@
+import { useQueryClient } from '@tanstack/react-query';
 import React, { useState, useEffect, useRef } from 'react';
 import { FormattedMessage } from 'react-intl';
 
@@ -13,15 +14,24 @@ interface IAd {
   card: CardEntity,
   /** Impression URL to fetch upon display. */
   impression?: string,
+  /** Time when the ad expires and should no longer be displayed. */
+  expires?: Date,
 }
 
 /** Displays an ad in sponsored post format. */
-const Ad: React.FC<IAd> = ({ card, impression }) => {
+const Ad: React.FC<IAd> = ({ card, impression, expires }) => {
+  const queryClient = useQueryClient();
   const instance = useAppSelector(state => state.instance);
 
+  const timer = useRef<NodeJS.Timeout | undefined>(undefined);
   const infobox = useRef<HTMLDivElement>(null);
   const [showInfo, setShowInfo] = useState(false);
 
+  /** Invalidate query cache for ads. */
+  const bustCache = (): void => {
+    queryClient.invalidateQueries(['ads']);
+  };
+
   /** Toggle the info box on click. */
   const handleInfoButtonClick: React.MouseEventHandler = () => {
     setShowInfo(!showInfo);
@@ -51,6 +61,20 @@ const Ad: React.FC<IAd> = ({ card, impression }) => {
     }
   }, [impression]);
 
+  // Wait until the ad expires, then invalidate cache.
+  useEffect(() => {
+    if (expires) {
+      const delta = expires.getTime() - (new Date()).getTime();
+      timer.current = setTimeout(bustCache, delta);
+    }
+
+    return () => {
+      if (timer.current) {
+        clearTimeout(timer.current);
+      }
+    };
+  }, [expires]);
+
   return (
     <div className='relative'>
       <Card className='py-6 sm:p-5' variant='rounded'>
diff --git a/app/soapbox/features/ads/providers/index.ts b/app/soapbox/features/ads/providers/index.ts
index 65e593985..b9c504bff 100644
--- a/app/soapbox/features/ads/providers/index.ts
+++ b/app/soapbox/features/ads/providers/index.ts
@@ -20,6 +20,8 @@ interface Ad {
   card: Card,
   /** Impression URL to fetch when displaying the ad. */
   impression?: string,
+  /** Time when the ad expires and should no longer be displayed. */
+  expires?: Date,
 }
 
 /** Gets the current provider based on config. */
diff --git a/app/soapbox/features/ads/providers/rumble.ts b/app/soapbox/features/ads/providers/rumble.ts
index 249fc8547..ace4021f0 100644
--- a/app/soapbox/features/ads/providers/rumble.ts
+++ b/app/soapbox/features/ads/providers/rumble.ts
@@ -43,6 +43,7 @@ const RumbleAdProvider: AdProvider = {
             image: item.asset,
             url: item.click,
           }),
+          expires: new Date(item.expires * 1000),
         }));
       }
     }
diff --git a/app/soapbox/normalizers/soapbox/ad.ts b/app/soapbox/normalizers/soapbox/ad.ts
index c29ee9a3e..115ad529c 100644
--- a/app/soapbox/normalizers/soapbox/ad.ts
+++ b/app/soapbox/normalizers/soapbox/ad.ts
@@ -9,6 +9,7 @@ import { CardRecord, normalizeCard } from '../card';
 export const AdRecord = ImmutableRecord({
   card: CardRecord(),
   impression: undefined as string | undefined,
+  expires: undefined as Date | undefined,
 });
 
 /** Normalizes an ad from Soapbox Config. */
diff --git a/app/soapbox/queries/ads.ts b/app/soapbox/queries/ads.ts
index 7ad594a94..91c7da2fb 100644
--- a/app/soapbox/queries/ads.ts
+++ b/app/soapbox/queries/ads.ts
@@ -2,6 +2,7 @@ import { useQuery } from '@tanstack/react-query';
 
 import { Ad, getProvider } from 'soapbox/features/ads/providers';
 import { useAppDispatch } from 'soapbox/hooks';
+import { isExpired } from 'soapbox/utils/ads';
 
 export default function useAds() {
   const dispatch = useAppDispatch();
@@ -17,7 +18,15 @@ export default function useAds() {
     });
   };
 
-  return useQuery<Ad[]>(['ads'], getAds, {
+  const result = useQuery<Ad[]>(['ads'], getAds, {
     placeholderData: [],
   });
+
+  // Filter out expired ads.
+  const data = result.data?.filter(isExpired);
+
+  return {
+    ...result,
+    data,
+  };
 }
diff --git a/app/soapbox/utils/__tests__/ads.test.ts b/app/soapbox/utils/__tests__/ads.test.ts
new file mode 100644
index 000000000..989048110
--- /dev/null
+++ b/app/soapbox/utils/__tests__/ads.test.ts
@@ -0,0 +1,22 @@
+import { normalizeCard } from 'soapbox/normalizers';
+
+import { isExpired } from '../ads';
+
+/** 3 minutes in milliseconds. */
+const threeMins = 3 * 60 * 1000;
+
+/** 5 minutes in milliseconds. */
+const fiveMins = 5 * 60 * 1000;
+
+test('isExpired()', () => {
+  const now = new Date();
+  const card = normalizeCard({});
+
+  // Sanity tests.
+  expect(isExpired({ expires: now, card })).toBe(true);
+  expect(isExpired({ expires: new Date(now.getTime() + 999999), card })).toBe(false);
+
+  // Testing the 5-minute mark.
+  expect(isExpired({ expires: new Date(now.getTime() + threeMins), card }, fiveMins)).toBe(true);
+  expect(isExpired({ expires: new Date(now.getTime() + fiveMins + 1000), card }, fiveMins)).toBe(false);
+});
diff --git a/app/soapbox/utils/ads.ts b/app/soapbox/utils/ads.ts
new file mode 100644
index 000000000..2d5a01040
--- /dev/null
+++ b/app/soapbox/utils/ads.ts
@@ -0,0 +1,16 @@
+import type { Ad } from 'soapbox/features/ads/providers';
+
+/** Time (ms) window to not display an ad if it's about to expire. */
+const AD_EXPIRY_THRESHOLD = 5 * 60 * 1000;
+
+/** Whether the ad is expired or about to expire. */
+const isExpired = (ad: Ad, threshold = AD_EXPIRY_THRESHOLD): boolean => {
+  if (ad.expires) {
+    const now = new Date();
+    return now.getTime() > (ad.expires.getTime() - threshold);
+  } else {
+    return false;
+  }
+};
+
+export { isExpired };