It’s a technology world and everything is moving fast, no one loves slower world and slower work. The more you save time the better the feedback you get.So when it’s about saving time, why not save the loading time of an Ad too. With the growing technology the ads are becoming more richer and engaging but also heavy too which is increasing the load time so we need to take care of that as it is an important factor of success.

 Benefits of reducing the load time of an AD:

  • Help web pages load faster
  • User satisfaction i.e. happy visitors
  • More conversion
  • Higher click Through Rate
  • Increased Revenue which is the final goal
  • Publisher never complains as delay in loading of ads may hamper user experience on the webpage

Best Practices to save or reduce load time are:

  • Reduce Creative size – If the creative size will be heavy it will naturally take more time to render on a webpage.
  • Reduce number of HTTP Requests – If there will be more HTTP requests it will increase the waiting time, ultimately increasing the load time.
  • Reduce number of domains – Delivering ad components from multiple domains causes performance issue of the ad i.e. it affects the load time as for every different domain used, the browser has to run DNS lookup which takes a significant time thus hampering the load time. Avoid using more than 4 domains even for heavy rich media ads !!
  • Apply minification on the ad code always – Any unwanted code can waste your time processing it so removing the extra characters is always important.
  • Avoid using cookie for every request and also set appropriate expiration date of the cookie.
  • Avoid high resolution – The resolution is important but using high makes the creative heavy which increases the load time. Try to compensate if possible.
  • Keep Fps (frame per second) to 10-15 for Video Ads
  • Proper compression on files is important, e.g. audio, video, etc. should be compressed as it reduces a good amount of size.
  • Avoid hidden layers on any creative – There are at times some layers are left unnecessary, though it doesn’t affect the ad but it does affect in loading.
  • Use CDN as it’s an efficient way to render the content of an ad.
  • Avoid ETags unless fully aware of the technical implications and rules.
  • Avoid closing and re-opening of the TCP connection established, better re-use the same connection as it will save time by not establishing connection every time required.
  • Ad request should be asynchronous i.e. parallel to page content
  • Prefer Polite download

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