SlideShare a Scribd company logo
The Need for Speed
Jason Tollestrup
VP, Programmatic and Yield
jason.tollestrup@washpost.com
202.334.9720
The Bezos Effect
“Give your customers
the gift of speed.”
–Jeff Bezos
Project Rainbow
Project Rainbow
Link to WP BrandStudio content
Screen capture
of content on
Rainbow app
WP BrandStudio Content
in Rainbow App
Speeding up the Web Experience
PWA
• Content loaded in 80 milliseconds
• A user could go offline and still consume content
• Then we had to put ads in it
Speed Does Not Equal Revenue
Physical Limitation on Speed
Different Points of Latency
AUCTION
DFP CALL AND
DECISION
AD RENDER
What Was Working and What Was Not
What was working:
• Ad Exchange
• Tag based vendors
• Tag based vendors were
eliminated in 2015
What was not working:
• Header bidding
Fixing Header Bidding
Problems that needed to be resolved:
• Response time
• Calls on the page
• Ad Render time
PWA and Zeus
•Smart Scrolling: ads won’t load when
users are scrolling too quickly to view
•Intelligent Caching: common ad scripts
are cached for faster loading
•Heavy Ad Protection: slow-loading ads
are automatically refreshed with new ones
•Predictive Loading: ad loading is
intelligently prioritized based on when each
ad will be in-view
Viewability Increases
+24%
FIXED BOTTOM
+8%
DESKTOP
+12%
TOTAL
Mobile CTR Increases
+36%
INLINE
+22%
FIXED BOTTOM
+32%
TOTAL
Overall CPM increase
for Desktop and Mobile
+11%
Why Did This Happen?
• Demand Side Platforms have
viewability threshold targeting
• We saw increases in CPMs if you cross
over those thresholds
What’s Next?
What’s Next?
• Continuing to optimize site load for speed
• Pre-roll
What to Do
• Look at perceived latency
• Find out how many of your
SSPs are timing out
• Find out if you are on the latest
version of each vendor’s bidder
• Test, Test, Test
Thank You
Jason Tollestrup
VP, Programmatic and Yield
jason.tollestrup@washpost.com
202.334.9720

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Jason Tollestrup

Editor's Notes

  1. Talk a bit about how Jeff Bezos as an owner has impacted our organization. We are not a bottomless pit of money
  2. Discuss timeframe and release of beta. Move on to challenges. Talk about choosing this because it allows for javascript
  3. Jeff Bezos Quote: “Beware the Tyranny of Or”. Also talk about how this permeates throughout our whole organization. Engagement AND revenue At the end of the presentation, I will show that you can have revenue AND speed
  4. Talk about the timeouts we set, and our work with SSPs to get their speed under the threshold. Worked with SSP developers to come up with custom integrations that worked within the timeout. We actually improved the implementations of multiple vendors.
  5. Talk about eliminating passbacks. This only works in a header bidding scenario. We cannot control the auction for tag based vendors, even 100% fill vendors.
  6. Talk about rolling it out to desktop as well
  7. Trade desk has viewability threshold targeting that ranges from 10-90% at 10% increments
  8. Trade desk has viewability threshold targeting that ranges from 10-90% at 10% increments
  9. Trade desk has viewability threshold targeting that ranges from 10-90% at 10% increments