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3rd party footprint - A PUBLISHER'S TAKE ON CONTROLLING 3RD PARTY SCRIPTS
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–Ben Vinegar, Author of “Third-Party Script”
“In the strictest sense, anything served to the
client that’s provided by an organization that’s
not the website provider is considered to be
third-party”
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TYPES OF 3RD PARTY SCRIPTS
Ads
Tracking and Analytics
Fonts
Social Media
Libraries and Frameworks
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31%
34.5%
38%
2011 2013 2014
32%
36%
38%
3rd party content
DISTRIBUTION OF 3RD PARTY SCRIPTS VS. 1ST PARTY
#WDC14
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Advertising
Analytics
Personalization
Marketing
Tag Management
Search
Social Media
0 25 50 75 100
23
45
53
53
62
92
92
Percentage of sites with each third party function present
Source: Intechnica - The impact of third party content on retail web performance
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VISUALIZE THE IMPACT OF
3RD PARTY SCRIPTS
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The value you get out of the widget needs to be
greater than the performance hit you are taking
- John Hjelmstad
Google I/O 2012 (How we Make JavaScript Widgets Scream)
RULE OF THUMB
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A user who has to endure an 8-second download delay
spends only 1% of their total viewing time looking at the
featured promotional space on a landing page.
In contrast, a user who receives instantaneous page rendering
spends 20% of viewing time within the promotional area
(source: Jakob Nielsen)
PERCEPTION OF PROMOTIONAL SPACE
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WHAT WOULD A LIFE WITHOUT ADS FEEL LIKE?
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Other
55%
1.7.2
14%
1.7.1
13%
1.10.2
9%
1.8.3
9%
GOOGLE’S HOSTED JQUERY FRAGMENTATION
Source: March 2014, Big Query result on jQuery from Google CDNs
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SO, WHATS THE VERDICT:
HOSTED LIBRARIES OR NOT?
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“The Like button is the quickest way
for people to share content with their
friends.
A single click on the Like button will
'like' pieces of content on the web
and share them on Facebook.”
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What they don’t tell you….
Track the visited website, your
IP, and more….????
Did you agree to that?
!
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WHAT TO DO AS A PUBLISHER & DEVELOPER
• Refuse 3rd party content that doesn’t provide async options
• Put the risk in the SLA (uptime etc.)
• Review jsmanners
• Educate other (junior) developers
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• Ask for server-side options
• Evaluate tag managers
• Investigate hosted libraries (if no own CDN is available)
• Monitor, monitor, ….and monitor
WHAT TO DO AS A PUBLISHER & DEVELOPER
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WHAT TO DO AS A SCRIPT PROVIDER
• Provide non-blocking code samples and snippets
• Educate developers and verify the integration of your script developers
(proof-check)