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Display Ads and Page Performance:. A Brief Tour of the Ad Ecosystem Tony Ralph. The dilemma. Display ads are compromising our performance goals and impacting user satisfaction . - PowerPoint PPT Presentation

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  • Display Ads and Page Performance:A Brief Tour of the Ad Ecosystem

    Tony Ralph

  • The dilemmaengineeringDisplay ads are compromising our performance goals and impacting user satisfaction Display ads are critical to our revenue model and we need every sale. We cant raise the bar higher than other publishers with strict performance requirements.business

  • Navigating the dilemma

    Trends in display ad instrumentation Improvementwhat has worked: learningsfinding the balancenext steps

  • A brief (but timely) digression

    /shirts/Soccer/SLOVAKIA.swf/shirts/Soccer/ITALY.swf/shirts/Soccer/PARAGUAY.swf/shirts/Soccer/NEW_ZEALAND.swf/shirts/Soccer/PORTUGAL.swf/shirts/Soccer/brazil.swf/shirts/Soccer/KOREA_DPR.swf/shirts/Soccer/COTE_D'IVOIRE.swf/shirts/Soccer/CHILE.swf/shirts/Soccer/SPAIN.swf/shirts/Soccer/SWITZERLAND.swf/shirts/Soccer/HONDURAS.swf/shirts/Soccer/NIGERIA.swf/shirts/Soccer/KOREA.swf/shirts/Soccer/GREECE.swf/shirts/Soccer/argentina.swf/shirts/Soccer/SLOVENIA.swf/shirts/Soccer/ENGLAND.swf/shirts/Soccer/USA.swf/shirts/Soccer/ALGERIA.swfCombine:beyond individual ads, lets take a look at the ecosystem1 request vs. 20

  • cached requestContent:~ 15 HTTP requests (200)

    Display ads:~ 30 HTTP requests (200)

    what is the function of the display ad requests? A case study

  • The entities and intermediariesCircumstances have evolved since this initial effortproliferation of user generated content (blogs, social, mobile)economic climate has changedevolution in optimization strategies (targeting, RTB, network aggregation)

    3 years ago we divided the display world into these entities to divide best practices re: ad load performanceOptimization has evolved. Advertisers have a wide array of offerings to help identify and refine audience segments across publishers.

  • PublisherVendor /3rd Party Adserver End UserAdvertiserAgencyNetwork publisher aggregationRatings/SurveysVerificationDSPs exchange aggregation Exchange network & demand aggregation, RTB There exists a wide array of entities and intermediaries in the display ad deliverychain guiding the right ad to the right set of eyeballs at the right time.

    Instrumentation is implemented via cookies/pixeling across multiple domains, 302s, nth party serving, JavaScript, and associated data mining. ADVERTISEMENTTargeting/re=-targetingPublishercountingUser feed backWho viewed the ad?Interactivity3rd PartycountingFrequency cappingWhere wasad displayed?Conversiontracking

  • Ad vendor (3rd Party) 1st host, 1st connAd network setup (4th Party) 2nd host, 2nd connAd network tag 2nd host, 3rd conn Ad network tracking pixel1 2nd host, 4th conn Ad network iframe 2nd host, 5th conn Ad network more tracking pixel2 2nd host, 6th conn 3rd Party counting 3rd host , 7th connAd network targeting 4th host , 8th conn Ad vendor (5th Party) 5th host, 9th conn Ad vendor (6th Party) 6th host, 10th conn 5th Party instrumentation 7th host, 11th conn Metrics Co. 1 8th host, 12th conn Metrics Co. 2 9th host, 13th conn 6th party ad image 11th host 15th conn more from Metrics Co. 2 10th host 14th conn1 ad: 11 hosts, 15 connections, 6 domainsThis implementation may or may not have been the optimal balance for the publisher.

    The value this performance community can add is ensuring a viable relationshipbetween revenue and advertising optimization and web page performance.

  • ImprovementAds are not an afterthought holistic performance model: content + ads, balancethis works!Give frontend experts the rulesingenious, motivatedmarshal misguided effortsNormalize metrics/guidelines to rate ad load performanceIAB Working GroupYSlow; Google Page Speed for ads and trackersPublisher guardrailsaggregate client-side controls: friendly iframe, timing measurements & backfill, security, discrepancy mitigation, verification, ad rotation in AJAX environment, gracefulstandards, guidelines, unification of best practices

  • Thanks

    For questions or collaboration:

    tonyr@yahoo-inc.com

    *