How to measure the latency of third-party ads?
Written by Roy
May 18, 2022 • 3 min read
As a publisher, you want to be sure ads load fast enough, without slowing down the page. In today's programmatic world, every party in the ad tech stack adds their own libraries, pixels and ad validation scripts to a creative.
How are you going to measure the all of this added latency?
What is latency?
First of all, let's define latency as the time it takes for a data packet to be send across a network. In real life, this translates to the visible delay between the loading of a page and the moment something is painted on the screen.
Measuring load speeds
To measure the load speed of a creative, you can add the ad tag or HTML5 ad to a test page and look in Chrome Dev Tools at the DOMContentLoaded event. Upper thresholds are arbitrary, but aim for a load speed of < 500ms. The faster the better.
Also check the Console tab to see if document.write() is invoked. Some ad tech vendors are still using old techniques from the 90s.
Minification, CDN and image compression
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