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Measuring adblockers impact on site performance

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Velocity Santa Clara 2016 talk!

Users’ ad blockers are impacting your site’s perceived performance, but measuring the impact of ad blockers on actual and perceived performance can be difficult. While ad blockers are reported to improve performance, the lack of proper tooling can make metrics difficult to collect and their true impact difficult to measure. Karan Kumar offers an overview of new testing he has created that measures the overall impact ad blockers have on the quality of user experience and performance across a number of sites.

Topics include:
How ad blockers work
The components of these extensions that cause the biggest impact on performance
Issues that arise in terms of user experience
The impact of ad blockers on top Alexa and Internet retailer sites
How to create a private instance to measure the impact of ad blockers on your own website with open source technology

Link to description
http://conferences.oreilly.com/velocity/devops-web-performance-ca/public/schedule/detail/51264

Published in: Engineering
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Measuring adblockers impact on site performance

  1. 1. 1 Karan Kumar Technical Lead Performance Engineering June 23, 2016 Measuring Ad Blocker’s impact on Site Performance
  2. 2. 22 Web Performance Devices Format/capability diversity Sophisticated Apps Visual, personalized, complex Networks 0 50 100 150 200 250 Wired LTE WiFi 4G 3G Latency(ms)
  3. 3. 33 Popular browser extensions > 500 million downloads > 200M + active users 100M + active users Adblock Plus blog, 9th May 2016 http://i.imgur.com/IG8oVar.png https://chrome.google.com/webstore/category/popular
  4. 4. 44Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf
  5. 5. 55Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf
  6. 6. 66 BROWSER = EXTENSION =
  7. 7. 77 Bird's-eye view Content Ads Filter lists Source: http://adforads.com/category_images/website.jpg https://www.digitalmusicnews.com/wp-content/uploads/2015/11/adblocklogo.png http://findicons.com/files/icons/1579/devine/256/list.png
  8. 8. 88 Performance Impact ?
  9. 9. 99 Performance Impact Source: https://twitter.com/inspiredlabs/status/743037699561492480
  10. 10. 1010 Performance Impact Source: https://twitter.com/WalterStephanie/status/742979562049548289
  11. 11. 1111 “”The results: For a number of websites that contained mobile ads with a lot of data, web page data sizes decreased significantly and load times accelerated enormously with ad blockers turned on.”” NY Times Oct 1st 2015 Performance Impact Source: http://www.nytimes.com/2015/10/01/technology/personaltech/ad-blockers-mobile-iphone-browsers.html?_r=1
  12. 12. 1212 Performance Impact Source: http://rigor.com/blog/2016/06/ad-blocking-above-all-else “Above All Else, Ad Blocking is a User Experience Problem” Rigor: 21th June 2016
  13. 13. 1313
  14. 14. 1414 Extend WebPagetest • Easy to extend WebPagetest  Detailed Step-by-Step instructions • Side-by-Side comparison • Multivariate tests
  15. 15. 1515 Experimental Setup • Private WebPagetest instance • WebPagetest replay  Record live website and playback  Reduce outliers (time of day, network, DNS, server load etc.)  Normalize the results • Cable connection • Chrome 51 Browser on Windows Vs.
  16. 16. 1616 Example 1: moviemistakes.com
  17. 17. 1717 Example 1: moviemistakes.com
  18. 18. 1818 Example 1: moviemistakes.com
  19. 19. 1919 Example 1: moviemistakes.com
  20. 20. 2020 Example 1: moviemistakes.com
  21. 21. 2121 Example 1: moviemistakes.com
  22. 22. 2222 Example 1: moviemistakes.com
  23. 23. 2323 Example 2: apple.com
  24. 24. 2424 Example 2: apple.com No requests were blocked
  25. 25. 2525 Example 2: apple.com
  26. 26. 2626 Example 2: apple.com
  27. 27. 2727 Example 2: apple.com
  28. 28. 2828 Example 2: apple.com
  29. 29. 2929 Example 3: parents.fr
  30. 30. 3030 Example 3: parents.fr
  31. 31. 3131 Example 3: parents.fr
  32. 32. 3232 Example 3: parents.fr
  33. 33. 3333 Example 3: parents.fr
  34. 34. 3434 Example 3: parents.fr
  35. 35. 3535 Example 3: parents.fr
  36. 36. 3636 Example 4: etsy.com
  37. 37. 3737 Example 4: etsy.com
  38. 38. 3838 Example 4: etsy.com
  39. 39. 3939 Example 4: etsy.com
  40. 40. 4040 Example 4: etsy.com
  41. 41. 4141 Example 4: etsy.com
  42. 42. 4242 Example 4: etsy.com
  43. 43. 4343 Summary of examples • Moviemistakes.com  Better Speed Index, Start Render • Parents.fr  Better Speed Index, Worse Start Render • Apple.com  Worse Speed Index, Start Render • Etsy.com  Worse Speed Index, Start Render • Higher Time To First Byte
  44. 44. 4444 More Experiments • 2016 Internet Retailer 150 Homepages • 2016 Top 100 Media Sites
  45. 45. 4545 2016 Internet Retailer 150 Homepages
  46. 46. 4646 2016 Top 100 Media Sites
  47. 47. 4747 Observations • CPU cycles for blocking content • Varies by industry • Huge filter list  Blocked list • 580 KB (~1.9 MB)  Allowed list • 422 KB (~1.9 MB) • User experience could be worse
  48. 48. 4848 Takeaways  Overheads of Ad blocker's  Benefit from blocking content  performance != universal  Invest in tooling  Measure it
  49. 49. 49 Thank You! www.instartlogic.com Karan Kumar kkumar@instartlogic.com @kkumar86 https://www.linkedin.com/in/kkumar86 BOOTH @ 215
  50. 50. 5050 View Blocked Content Without Adblocker Adblocker

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