Not at all, the real cache purpose is to lower the load on the DB and vps's CPU many times per second so you could actually lower the caching to 30 seconds if needed and you will not suffer any service issues. Actually having the cache setting under a minute is recommended so other functions of the website don't start getting affected, like user login or stats.
Load generated by frontend (registration, login, stats etc) is not significant, so I don't use Memcache at all for it.
Only ads list is being cached. Matching targeting options each time, when an ad is shown, is very resource-consuming operation. Therefore I store this list in the cache and retrieve when the same user opens a page with CoinURL ad slot again. Ads are not updated so frequently, therefore 10 minutes interval must be acceptable, IMHO.
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