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Display Ads Performance with Sugar

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Display Ads Performance with sugar.

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Display Ads Performance with Sugar

  1. 1. Sugar <ul><li>Display ad delivery solution. </li></ul><ul><li>Performance. Flexibility. Analytics. </li></ul>Tony Ford @tony4d
  2. 2. Ad code is mostly evil <ul><li>Low performance </li></ul><ul><li>document.write() </li></ul><ul><li>Lots of http requests </li></ul><ul><li>Bloated flash files </li></ul><ul><li>Bloated html </li></ul><ul><li>Unoptimized javascript </li></ul>
  3. 3. We have no control <ul><li>Ads are usually 3rd party </li></ul><ul><li>Sometimes 6th, 8th, or 10th party </li></ul>
  4. 4. Or do we? <ul><li>Maybe we can control the impact on performance by decoupling ads from content </li></ul>
  5. 5. Long skinny ad Fat square ad
  6. 6. Sugar development <ul><li>Mostly about failure </li></ul>
  7. 7. Day 1 Assumption <ul><li>Fetch creative server-side </li></ul><ul><li>Inject on the client-side after onload </li></ul><ul><li>Our page load times will decrease </li></ul>
  8. 8. Failure 1 <ul><li>Javascript in the ad will not execute </li></ul>
  9. 9. Failure 2 <ul><li>Javascript executes, </li></ul><ul><li>but document.write() destroys the document </li></ul>
  10. 10. Failure 3 <ul><li>Doesn’t work in ie & more than one document.write() destroys the iframe doc </li></ul>
  11. 11. Failure 4 <ul><li>Evil </li></ul>
  12. 12. Failure 5 <ul><li>Switch strategy, use creative urls </li></ul><ul><li>No cross domain frame communication </li></ul><ul><li>Many ad products not possible (i.e. expanding) </li></ul>
  13. 13. Success <ul><li>Friendly iframe </li></ul><ul><li>iframe is on the same protocol, domain & port </li></ul><ul><li>no cross frame communication restriction </li></ul>
  14. 14. iframe src
  15. 15. Original Assumption <ul><li>Doesn’t really fit </li></ul><ul><li>Display ads want to be urls on the client-side </li></ul>
  16. 16. Problem Avoided Not Solved <ul><li>Display ads are still slow </li></ul>
  17. 17. Analytics <ul><li>We still can’t control display ad code </li></ul><ul><li>But maybe we can influence those that do </li></ul>
  18. 18. GA Event Tracking <ul><li>Track the load time for every ad </li></ul>
  19. 19. Demo <ul><li>http://www.ign.com/sugardemo.html </li></ul><ul><li>http://www.google.com/analytics/ </li></ul><ul><li>https://github.com/tony4d/sugar </li></ul>
  20. 20. But <ul><li>Turns out we can do creatives instead of urls </li></ul><ul><li>Currently prototyping </li></ul><ul><li>Even better performance O(1) vs O(n) </li></ul>
  21. 21. Next Steps <ul><li>Single http request, creative injection </li></ul><ul><li>Optimize analytics (less beacons) </li></ul><ul><li>Better analytics (easier problem diagnosis) </li></ul><ul><li>Feedback </li></ul>
  22. 22. We’re Hiring

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