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

1
Karan Kumar
Technical Lead Performance Engineering
June 23, 2016
Measuring Ad Blocker’s
impact on
Site Performance

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)

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

44Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf

55Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf

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

99
Performance Impact
Source: https://twitter.com/inspiredlabs/status/743037699561492480

1010
Performance Impact
Source: https://twitter.com/WalterStephanie/status/742979562049548289

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

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

1414
Extend WebPagetest
• Easy to extend WebPagetest
 Detailed Step-by-Step instructions
• Side-by-Side comparison
• Multivariate tests

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.

2424
Example 2: apple.com
No requests were blocked

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

4444
More Experiments
• 2016 Internet Retailer 150 Homepages
• 2016 Top 100 Media Sites

4545
2016 Internet Retailer 150 Homepages

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

4848
Takeaways
 Overheads of Ad blocker's
 Benefit from blocking content
 performance != universal
 Invest in tooling
 Measure it

49
Thank You!
www.instartlogic.com
Karan Kumar
kkumar@instartlogic.com
@kkumar86
https://www.linkedin.com/in/kkumar86
BOOTH @ 215

5050
View Blocked Content
Without Adblocker Adblocker

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Measuring adblockers impact on site performance

1. 1 Karan Kumar Technical Lead Performance Engineering June 23, 2016 Measuring Ad Blocker’s impact on Site Performance

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. 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. 44Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf

5. 55Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf

6. 66 BROWSER = EXTENSION =

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. 88 Performance Impact ?

9. 99 Performance Impact Source: https://twitter.com/inspiredlabs/status/743037699561492480

10. 1010 Performance Impact Source: https://twitter.com/WalterStephanie/status/742979562049548289

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. 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. 1313

14. 1414 Extend WebPagetest • Easy to extend WebPagetest  Detailed Step-by-Step instructions • Side-by-Side comparison • Multivariate tests

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. 1616 Example 1: moviemistakes.com

17. 1717 Example 1: moviemistakes.com

18. 1818 Example 1: moviemistakes.com

19. 1919 Example 1: moviemistakes.com

20. 2020 Example 1: moviemistakes.com

21. 2121 Example 1: moviemistakes.com

22. 2222 Example 1: moviemistakes.com

23. 2323 Example 2: apple.com

24. 2424 Example 2: apple.com No requests were blocked

25. 2525 Example 2: apple.com

26. 2626 Example 2: apple.com

27. 2727 Example 2: apple.com

28. 2828 Example 2: apple.com

29. 2929 Example 3: parents.fr

30. 3030 Example 3: parents.fr

31. 3131 Example 3: parents.fr

32. 3232 Example 3: parents.fr

33. 3333 Example 3: parents.fr

34. 3434 Example 3: parents.fr

35. 3535 Example 3: parents.fr

36. 3636 Example 4: etsy.com

37. 3737 Example 4: etsy.com

38. 3838 Example 4: etsy.com

39. 3939 Example 4: etsy.com

40. 4040 Example 4: etsy.com

41. 4141 Example 4: etsy.com

42. 4242 Example 4: etsy.com

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. 4444 More Experiments • 2016 Internet Retailer 150 Homepages • 2016 Top 100 Media Sites

45. 4545 2016 Internet Retailer 150 Homepages

46. 4646 2016 Top 100 Media Sites

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. 4848 Takeaways  Overheads of Ad blocker's  Benefit from blocking content  performance != universal  Invest in tooling  Measure it

49. 49 Thank You! www.instartlogic.com Karan Kumar kkumar@instartlogic.com @kkumar86 https://www.linkedin.com/in/kkumar86 BOOTH @ 215

50. 5050 View Blocked Content Without Adblocker Adblocker

Editor's Notes

User end point diversity Webserver stack Network Application ---- Conversions More and more of this complexity is moving towards the user end point and thus factors impacting application performance on user end point become important
Source: https://malwaretips.com/threads/22-billion-in-advertising-revenue-will-be-lost-through-adblockers.49452/
Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf
Browser will make a GET request, and html page is served, browser beings to parse the page, and create DOM (document Object model), fires other requests on the page ( blocks rendering) Intercept network requests before sending it out from browser Pass through its filter list and either allow or block it 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 Website Content filtering Mainly browser based extensions Filter list Chrome Extension overview https://developer.chrome.com/extensions/overview Content scripts https://developer.chrome.com/extensions/content_scripts https://en.wikipedia.org/wiki/Adblock_Plus
https://twitter.com/inspiredlabs/status/743037699561492480
https://twitter.com/inspiredlabs/status/743037699561492480
Nytimes study
But lets take a pause here for a minute, what we were hearing was Adblockers could imporve user experience They could make the page load faster They could reduce battery usage Adblocks are a UX problem How could I produce the same set of results on my end Spectrum of tools Running locally No standard way of measuring/quantifying
Private: https://sites.google.com/a/webpagetest.org/docs/private-instances WPR: https://sites.google.com/a/webpagetest.org/docs/private-instances/web-page-replay
Removing ad scripts in critical rendering path Total 14 scripts, 8 in Critical rendering path ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
Removing ad scripts in critical rendering path Total 14 scripts, 8 in Critical rendering path ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
ChromeABP http://www.webpagetest.org/results.php?test=160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 Chrome http://www.webpagetest.org/results.php?test=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae Side-by-side http://www.webpagetest.org/video/compare.php?tests=160621_DJ_1bfc7b372d1dd4e31f812748f28573ae -r%3A7-l%3AWithout%2C160621_WM_05da47db5ac1447f4a1dc0fd7d9ec883 -r%3A4-l%3AAdblock&thumbSize=200&ival=100&end=doc
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Apple: Chrome http://www.webpagetest.org/results.php?test=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b ChromeAbp http://www.webpagetest.org/results.php?test=160621_H9_2c137987b59f4e60a46771ef5d65a6a8 http://www.webpagetest.org/video/compare.php?tests=160621_2W_bb24ff0d3af3d923b53f6d62b85ed05b -r:3-l:Without%2C160621_H9_2c137987b59f4e60a46771ef5d65a6a8-r:5-l:Adblock
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HC_47319296a3159b6aa6d0a2c8e2f44b73 ChromeABP http://www.webpagetest.org/results.php?test=160621_EH_e1e9e14ce93cdd1b4e63da6a4ae89999
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
Chrome http://www.webpagetest.org/results.php?test=160621_HV_fce26e59494634f74ed9105d2aa6de98 ChromeABP http://www.webpagetest.org/results.php?test=160621_FW_4673432e8fdb152544a0ea03009d4c99 Comparison http://www.webpagetest.org/video/compare.php?tests=160621_HV_fce26e59494634f74ed9105d2aa6de98 -r%3A8-l%3AWithout%2C160621_FW_4673432e8fdb152544a0ea03009d4c99 -r%3A6-l%3AAdblock&thumbSize=200&ival=500&end=doc
http://www.webpagetest.org/results.php?test=160621_Z5_4641ee9b85c479c9d393f6e7ecb6938f http://www.webpagetest.org/results.php?test=160621_31_4b99f83538843f8eec280525998722a4

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Editor's Notes