This post was most recently updated on November 6th, 2020
We have been writing about speed these days – and why not? Speed is everything, especially in the mobile ad game. Ever since Google introduced their mobile-first algorithm, publishers moved in automatic rhythm to follow-through. As we all know, a faster site = increase ad revenues. If you have practiced our tips on how to make your site load fast, this time we are sharing how you can make your ad placements speed up!
Waterfalling or using passbacks is common practice for ad optimizers. However, this kind of setup has caused ‘Latency’ – which decreases ad viewability. To combat this, do a regular check of your passbacks. Identify which ad servers are contributing to latency. Better yet, go for header bidding technology.
Lazy loading is a method where ads only show up when the user is present at that particular content area/section of your site. The ads will load one by one as you scroll down the page, hence a footer ad appears only when you are at the bottom part of the site. Lazy loading is sometimes referred to as ‘Smart Loading’. It makes sure ad viewability is top performance.
HTML best practices tell us that calling an external CSS file is best to keep a good content-to-code ratio. However, if you are going for speed, better to create a <div> to house your ads. Split the CSS by having a separate inline CSS for above-the-fold (ATF) ad placements. Hard-code the ad so it loads faster, instead of calling an external CSS file that requires an additional HTTP request before it shows up.
Sample: a 50x50px div should be coded as: <div style=”height:50px;width:50px”>
Minify your images. Optimize them for maximum speed. In mobile sites, for example, it is advisable to keep elements under 1000 bytes for optimum user experience. There are choices in plugins and apps to help you reduce the size of your images.
Google rolled out AMP – short for Accelerated Mobile Pages to offer a faster, delightful user experience for mobile search users. As you know, a faster mobile site means faster loading of ads. AMP actually displays ads more quickly than a regular mobile site – even with the presence of passbacks.
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Here’s the course that 300+ pubs used to scale their ad revenue.