Ad tag latency, or the response time from the request to the display of an ad, is fundamental in today’s digital universe, where speed and efficiency in ad delivery are essential for publishers. This aspect plays a crucial role both in ad performance and in the overall user experience (UX).

For publishers, especially those with advanced experience in monetization and programmatic media, such as those running large news sites with millions of monthly pageviews, optimizing this latency is not just an option, but a necessity to sustain and grow their main sources of income without compromising UX. Continue reading this article to learn about some recommended practices that help solve the problem.

Understanding Ad Tag Latency

Ad tag latency can be affected by various factors, including the weight of the creatives, the complexity of the bid requests, and the influence of third-party scripts. These causes can significantly delay the loading of ads, negatively affecting click-through rates (CTR), conversion rates, and consequently, revenue.

Impact on Performance and UX

High latency can lead to a deterioration in UX, increasing rejection rates and reducing time spent on the site. Ads that take a long time to load disrupt smooth navigation and can lead users to leave the site even before interacting with the content or the ads, thus harming engagement metrics and monetization opportunities.

Recommended Practices for Reducing Latency

AMP Adoption

Using Accelerated Mobile Pages (AMP) and mobile-optimized creatives can significantly reduce ad loading times, improving speed and efficiency in mobile environments.

Google Ad Manager Implementation in AMP

This allows for more efficient management and faster ad delivery on AMP pages, optimizing loading times and enhancing ad visibility.

Use of the Page Visibility API

Determining whether a page is visible to the user and adjusting ad loading accordingly can significantly improve the relevance and efficiency of the displayed ads.

Ad Speed Optimization

Addressing any issues that may delay ad delivery, such as slow scripts or network problems, is crucial.

Direct Tag Insertion into HTML with Grumft

Implementing ad tags directly into the HTML, such as Grumft’s sticky tags and dynamic up images, speeds up ad loading, reducing latency and improving UX. Our tags usually have a latency of < 200 ms.

Benefits of Reducing Ad Tag Latency

Reducing ad tag latency not only improves ad performance, increasing click rates and conversions but also enhances the quality of the user experience. Ads that load quickly contribute to smoother and less intrusive navigation, encouraging users to stay longer on the site and interact more with the content and available ads.

Maximizing Monetization by Reducing Ad Tag Latency

Optimizing ad tag latency is more than a technical necessity; it’s a fundamental strategy for publishers looking to maximize revenue without compromising the user experience. Among the highlighted recommended practices, the direct insertion of tags in the HTML proves to be an especially effective solution. With innovative solutions from Grumft, such as stick tags and dynamic up image tags, direct insertion into the HTML not only significantly reduces loading latency but also ensures a smoother and more natural integration of ads into the content, enhancing visibility and user engagement.

Autor(a):

Fernanda Calandro

Online since 1997, I am a marketing and content professional with a solid background in marketing. Specialized in simplifying complex topics through my writings, I facilitate the connection between publishers and experts, promoting clear and accessible understanding.