tag:blogger.com,1999:blog-537292020947772033.post8209950588996902179..comments2023-05-26T04:28:47.893-04:00Comments on Performance Matters: Advertisers - Why you care about performance (speed)Patrick Meenanhttp://www.blogger.com/profile/16482126817753317557noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-537292020947772033.post-14945716365894499112010-09-13T19:11:33.185-04:002010-09-13T19:11:33.185-04:00I would also add that the proliferation of tags an...I would also add that the proliferation of tags and redirects for ad delivery has led to astonishingly slow ad delivery.<br /><br />The worst part is that the user, if they have a status bar, sees that the ad is holding up the page.<br /><br />This is a precipitating crisis.Matt Rochehttp://www.siteisdead.comnoreply@blogger.comtag:blogger.com,1999:blog-537292020947772033.post-55534017329569240412010-09-13T08:17:36.908-04:002010-09-13T08:17:36.908-04:00@Aaron
You may be surprised to learn that even th...@Aaron<br /><br />You may be surprised to learn that even the large publishers (most of them anyway) don't have a lot of direct control over the ad by the time it is delivered and running. That is why I'm encouraging (pleading, begging, whatever it takes) to get performance looked at and cared about upstream when the actual advertiser contracts with an agency to build and run an ad.<br /><br />They largely focus on the creative and how engaging it is, etc and everyone just assumes that it is going to perform well.<br /><br />From our end it's like pushing on a string. We contact the company that is delivering the slow creatives (or are doing stupid things like not gzipping text or using persistent connections) but they largely don't care since they aren't being paid to care about it.<br /><br />Without naming any names, here are some of the things we've seen even within the past month:<br /><br />- A rich media creative that took 12 seconds to display anything to the user (some 30+ requests and over 1MB - and none of it video)<br /><br />- A publisher whose CDN is configured to not compress content and not use persistent connections (and they deliver > 8 js and css files from the CDN for the ad run we were looking at)<br /><br />- A publisher whose images were all sending 100KB of data even though the images themselves were only 2-3KB (busted publishing tool on their side, will get fixed whenever they do their next release)Patrick Meenanhttps://www.blogger.com/profile/16482126817753317557noreply@blogger.comtag:blogger.com,1999:blog-537292020947772033.post-81309029065766085352010-09-13T03:45:48.662-04:002010-09-13T03:45:48.662-04:00Pat,
you work at AOL, a large publisher.
What doe...Pat,<br /><br />you work at AOL, a large publisher.<br />What does AOL do to handle this issue?<br />Please share any learnings/tips that other publishers/agencies/advertisers can benefit from, other than "Do thorough real user testing". Txs.Aaronhttps://www.blogger.com/profile/02944467793781623269noreply@blogger.comtag:blogger.com,1999:blog-537292020947772033.post-7189880966609289342010-09-11T21:08:01.344-04:002010-09-11T21:08:01.344-04:00Patrick,
Great post. I'm one of the inventors...Patrick,<br /><br />Great post. I'm one of the inventors of mod_gzip so anything we can do to make the web go faster is a good thing. Wondered if you would be interested in a mobile solution. We've been chatting with Steve Souders who sent us a note about how there's no known solution to accurately measure HTTP traffic performance in a mobile browser. We've solved that problem and have a solution. Would you be interested in something like this?<br /><br />Cheers,<br /><br /><br />Peter Cranstone<br />5o9 Inc.Anonymoushttps://www.blogger.com/profile/07858074897556111844noreply@blogger.com