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Network requests of ads: 15 max according to the IAB

Written by Roy
May 18, 2022 • 3 min read

As a publisher, you want to be sure ads on your web page load fast and secure. Although the ad tag usually consists of only a small piece of code, it may load many assets from multiple servers. Think about shared libraries, pixels and ad validation codes.

How are you going to measure all of that?

Forget 3rd parties. It's all about 4th parties.

Back in time, a publisher used to run ads through their own ad server, and that was it. Today's ads are commonly trafficked through multiple 4th parties: ad networks, DSPs, SSPs, ad validation vendors, etc. Each of them add their own functions and algorithms, leading to code bloat before you know it. The Interactive Advertising Bureau (IAB) recommends ads to make no more than 15 HTTP requests. You can find this information here on page 2.

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