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Display Ads and Page Performance:

Display Ads and Page Performance:. A Brief Tour of the Ad Ecosystem Tony Ralph. The dilemma. Display ads are compromising our performance goals and impacting user satisfaction.

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Display Ads and Page Performance:

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  1. Display Ads and Page Performance: A Brief Tour of the Ad Ecosystem Tony Ralph

  2. The dilemma Display ads are compromising our performance goals and impacting user satisfaction Display ads are critical to our revenue model and we need every sale. We can’t raise the bar higher than other publishers with strict performance requirements. engineering business

  3. Navigating the dilemma • Trends in display ad instrumentation • Improvement • what has worked: learnings • finding the balance • next steps

  4. A brief (but timely) digression /shirts/Soccer/SLOVAKIA.swf /shirts/Soccer/ITALY.swf /shirts/Soccer/PARAGUAY.swf /shirts/Soccer/NEW_ZEALAND.swf /shirts/Soccer/PORTUGAL.swf /shirts/Soccer/brazil.swf /shirts/Soccer/KOREA_DPR.swf /shirts/Soccer/COTE_D'IVOIRE.swf /shirts/Soccer/CHILE.swf /shirts/Soccer/SPAIN.swf /shirts/Soccer/SWITZERLAND.swf /shirts/Soccer/HONDURAS.swf /shirts/Soccer/NIGERIA.swf /shirts/Soccer/KOREA.swf /shirts/Soccer/GREECE.swf /shirts/Soccer/argentina.swf /shirts/Soccer/SLOVENIA.swf /shirts/Soccer/ENGLAND.swf /shirts/Soccer/USA.swf /shirts/Soccer/ALGERIA.swf Combine: 1 request vs. 20 beyond individual ads, let’s take a look at the “ecosystem”

  5. A case study cached request… Content: ~ 15 HTTP requests (200) Display ads: ~ 30 HTTP requests (200) what is the function of the display ad requests?

  6. The entities and intermediaries 3 years ago we divided the display world into these entities to divide best practices re: ad load performance Circumstances have evolved since this initial effort… • proliferation of user generated content (blogs, social, mobile) • economic climate has changed • evolution in optimization strategies (targeting, RTB, network aggregation) Optimization has evolved. Advertisers have a wide array of offerings to help identify and refine audience segments across publishers.

  7. Advertiser Vendor / 3rd Party Adserver Agency Targeting/ re=-targeting Interactivity Network – publisher aggregation 3rd Party counting Frequency capping ADVERTISEMENT Publisher Exchange – network & demand aggregation, RTB Publisher counting Where was ad displayed? DSPs – exchange aggregation User feed back Who viewed the ad? End User Conversion tracking Ratings/Surveys Verification There exists a wide array of entities and intermediaries in the display ad delivery chain guiding the right ad to the right set of eyeballs at the right time. Instrumentation is implemented via cookies/pixeling across multiple domains, 302s, nth party serving, JavaScript, and associated data mining.

  8. Ad vendor (3rd Party) 1st host, 1st conn Ad network setup (4th Party) 2nd host, 2nd conn Ad network tag 2nd host, 3rd conn Ad network tracking pixel1 2nd host, 4th conn Ad network iframe 2nd host, 5th conn Ad network more tracking pixel2 2nd host, 6th conn 1 ad: 11 hosts, 15 connections, 6 domains 3rd Party counting 3rd host , 7th conn Ad network targeting 4th host , 8th conn This implementation may or may not have been the optimal balance for the publisher. The value this performance community can add is ensuring a viable relationship between revenue and advertising optimization and web page performance. Ad vendor (5th Party) 5th host, 9th conn Ad vendor (6th Party) 6th host, 10th conn 5th Party instrumentation 7th host, 11th conn Metrics Co. 1 8th host, 12th conn Metrics Co. 2 9th host, 13th conn …more from Metrics Co. 210th host 14th conn 6th party ad image 11th host 15th conn

  9. Improvement • Ads are not an afterthought • holistic performance model: content + ads, balance • this works! • Give frontend experts the “rules” • ingenious, motivated • marshal misguided efforts • Normalize metrics/guidelines to rate ad load performance • IAB Working Group • YSlow; Google ‘Page Speed’ for ads and trackers • Publisher guardrails • aggregate client-side controls: “friendly iframe”, timing measurements & backfill, security, discrepancy mitigation, verification, ad rotation in AJAX environment, graceful • standards, guidelines, unification of best practices

  10. Thanks For questions or collaboration: tonyr@yahoo-inc.com

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