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High Performance Ads Is it Possible? <ul><li>Panel Discussion </li></ul>
What this is (and isn’t) <ul><li>We’re here to discuss ad  performance </li></ul><ul><li>In our context, performance ==  l...
Panelists <ul><li>Sameer Ajmani,  Google </li></ul><ul><li>Leading an effort at Google to make the Web faster by making ad...
Format <ul><li>Start with some prepared questions </li></ul><ul><ul><li>To get us started </li></ul></ul><ul><ul><li>Provi...
Advertising Ecosystem <ul><li>There are typically several key parties involved in ad creation and delivery </li></ul><ul><...
nth-Party Ad Serving <ul><li>Many Publishers maintain a list of approved ad Vendors </li></ul><ul><li>Sometimes Vendors se...
Questions <ul><li>I hear web developers complain that ads are the main thing slowing down their pages. Is that a valid com...
Ad Impact Example Ads East Coast West Coast
Questions  cont’d <ul><li>What is it about ads that make them slow? </li></ul>
Selecting and Rendering an Ad
Questions  cont’d <ul><li>Do you have any examples of slow ads? </li></ul>
Ad vendor (3 rd  Party)  1 st  host,  1 st  conn Ad network setup (4 th  Party)  2 nd  host,  2 nd  conn Ad network tag  2...
Questions  cont’d <ul><li>Why is it hard to make ads fast? </li></ul>
Questions  cont’d <ul><li>Why has it gotten to this point? </li></ul>
Questions  cont’d <ul><li>What's being done about it? </li></ul>
Adhere to Best Practices <ul><li>Ad agencies should produce creatives that </li></ul><ul><ul><li>Comply with IAB guideline...
Questions  cont’d <ul><li>What can individual web sites do to avoid having ads slow down their pages? </li></ul>
Questions  cont’d <ul><li>Questions from the audience? </li></ul>
Additional Resources <ul><li>IAB Ad Load Performance Best Practices </li></ul><ul><ul><li>www.iab.net/media/file/IAB_Ad_Lo...
<ul><li>Thank you </li></ul>
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Velocity Ad Panel

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Slides from the "High Performance Ads - Is it Possible?" panel session from Velocity 09. http://en.oreilly.com/velocity2009/public/schedule/detail/8959.
A video of the session is here: http://velocityconference.blip.tv/file/2293389/

Published in: Technology, Business
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Velocity Ad Panel

  1. 1. High Performance Ads Is it Possible? <ul><li>Panel Discussion </li></ul>
  2. 2. What this is (and isn’t) <ul><li>We’re here to discuss ad performance </li></ul><ul><li>In our context, performance == load time </li></ul><ul><ul><li>Web page load time, and the impact of ads </li></ul></ul><ul><li>Advertisers define performance differently: </li></ul><ul><ul><li>Click Through Rate (CTR), Return on Investment (ROI), etc. </li></ul></ul>
  3. 3. Panelists <ul><li>Sameer Ajmani, Google </li></ul><ul><li>Leading an effort at Google to make the Web faster by making ads load faster. </li></ul><ul><li>Artur Bergman, Wikia </li></ul><ul><li>Has been battling poor ad performance for years. </li></ul><ul><li>Richard Bush, ADTECH (AOL) </li></ul><ul><li>Leads teams that implement ad servers. </li></ul><ul><li>Bryant Mason, Microsoft </li></ul><ul><li>Builds advertising platforms that handle billions of requests each day. </li></ul><ul><li>Tony Ralph, Yahoo! </li></ul><ul><li>Performs monitoring and analysis of ad quality and performance. </li></ul><ul><li>Moderator – Eric Goldsmith, AOL </li></ul><ul><li>Performance analyst, with proclivity for ad performance. </li></ul>
  4. 4. Format <ul><li>Start with some prepared questions </li></ul><ul><ul><li>To get us started </li></ul></ul><ul><ul><li>Provide context and framework </li></ul></ul><ul><li>and a few illustrative visuals </li></ul><ul><li>Then we’ll open it up to the audience… </li></ul>
  5. 5. Advertising Ecosystem <ul><li>There are typically several key parties involved in ad creation and delivery </li></ul><ul><li>Advertiser – wants to advertise a product </li></ul><ul><li>Agency – creates the ad components for Advertiser </li></ul><ul><li>Vendor – hosts and serves ad components for Agency </li></ul><ul><li>Publisher – provides the pages on which ads appear </li></ul>
  6. 6. nth-Party Ad Serving <ul><li>Many Publishers maintain a list of approved ad Vendors </li></ul><ul><li>Sometimes Vendors serve ads via another Vendor </li></ul><ul><ul><li>Known as a 3 rd -party Ad Server to the Publisher </li></ul></ul><ul><ul><li>Most Publishers only allow approved 3 rd -parties, in order to control quality </li></ul></ul><ul><li>Sometimes the 3 rd -party vendors use other vendors… </li></ul><ul><ul><li>Creating 4 th -party, or even 5 th -party scenarios </li></ul></ul><ul><li>Many publishers don’t allow 4 th -party Ad Serving </li></ul>
  7. 7. Questions <ul><li>I hear web developers complain that ads are the main thing slowing down their pages. Is that a valid complaint? </li></ul>
  8. 8. Ad Impact Example Ads East Coast West Coast
  9. 9. Questions cont’d <ul><li>What is it about ads that make them slow? </li></ul>
  10. 10. Selecting and Rendering an Ad
  11. 11. Questions cont’d <ul><li>Do you have any examples of slow ads? </li></ul>
  12. 12. Ad vendor (3 rd Party) 1 st host, 1 st conn Ad network setup (4 th Party) 2 nd host, 2 nd conn Ad network tag 2 nd host, 3 rd conn Ad network tracking pixel1 2 nd host, 4 th conn Ad network iframe 2 nd host, 5 th conn Ad network more tracking pixel2 2 nd host, 6 th conn 3 rd Party counting 3 rd host , 7 th conn Ad network targeting 4 th host , 8 th conn Ad vendor (5 th Party) 5 th host, 9 th conn Ad vendor (6 th Party) 6 th host, 10 th conn 5 th Party instrumentation 7 th host, 11 th conn Metrics Co. 1 8 th host, 12 th conn Metrics Co. 2 9 th host, 13 th conn 6 th party ad image 11 th host 15 th conn … more from Metrics Co. 2 10 th host 14 th conn
  13. 13. Questions cont’d <ul><li>Why is it hard to make ads fast? </li></ul>
  14. 14. Questions cont’d <ul><li>Why has it gotten to this point? </li></ul>
  15. 15. Questions cont’d <ul><li>What's being done about it? </li></ul>
  16. 16. Adhere to Best Practices <ul><li>Ad agencies should produce creatives that </li></ul><ul><ul><li>Comply with IAB guidelines </li></ul></ul><ul><ul><li>Are optimized for minimal round-trips </li></ul></ul><ul><li>Ad vendors should adhere to various best practices, including </li></ul><ul><ul><li>Enforcing appropriate creative acceptance policies related to ad performance (file size, etc.) </li></ul></ul><ul><ul><li>Geo-distributing ad selection servers </li></ul></ul><ul><ul><li>Supporting performance optimizations for ad selection calls, such as keep-alives and compression </li></ul></ul><ul><ul><li>Using CDNs for static content </li></ul></ul><ul><li>Publishers should </li></ul><ul><ul><li>Consider ad integration when optimizing their own site performance </li></ul></ul><ul><ul><li>Initiate ad calls as early as possible in the page download sequence </li></ul></ul><ul><ul><li>Make ad calls asynchronously to other page content </li></ul></ul>
  17. 17. Questions cont’d <ul><li>What can individual web sites do to avoid having ads slow down their pages? </li></ul>
  18. 18. Questions cont’d <ul><li>Questions from the audience? </li></ul>
  19. 19. Additional Resources <ul><li>IAB Ad Load Performance Best Practices </li></ul><ul><ul><li>www.iab.net/media/file/IAB_Ad_Load_Perfomance_BP_FINAL.pdf </li></ul></ul><ul><li>IAB Best Practices for Asynchronous Ads </li></ul><ul><ul><li>www.iab.net/media/file/rich_media_ajax_best_practices.pdf </li></ul></ul><ul><ul><li>(includes info on loading ads asynchronously in Ad Friendly IFRAMEs) </li></ul></ul>
  20. 20. <ul><li>Thank you </li></ul>

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