Lazy loading vs Smart Ad loading
In the previous blogpost, we explained the benefits of Lazy loading and how it reduces latency. If used properly, it also increases the viewability rate of ads on your website. On the one hand, it improves the user experience and keeps the advertisers satisfied because of higher vCPM. On the other hand, Lazy loading can cause inventory loss for the publisher, as not all ads are loaded.
As a publisher, you would want to monetize all your inventory and improve page speed at the same time, this can be possible with Smart Ad loading.
Loading ads outside viewport
Without Lazy loading or Smart Ad loading, the average loading time of all ads and content on a site is 8 seconds without an ad blocker and 4 seconds with an ad blocker. With Lazy loading, the loading time is improved with 25% to 6 seconds, but ads outside the viewport (below the fold) may never be loaded. Smart Ad loading improves the page speed, like Lazy loading does, without losing on publishers revenue: non-viewable ads are loading right after content.
Benefits of Smart Ad loading
One of the benefits of Smart Ad loading is the optimization of user experience and engagement. The page speed performance is improved by 25%! Study shows that the the faster the page is loaded, the better the user engagement, because the user will visit a lot more content. The second one is that publishers don’t miss out on revenue! Let’s calculate the real benefit here: If today a page loads within 8 seconds and you have 3,57 page views per session, with Smart Ad loading the load time will be 6 seconds with 3,93 page views per session, which represents 10% more page views per session.
Another benefit is that it is possible to integrate this solution with Prebid.js! You can integrate Smart Ad loading per ad slot. To add Smart Ad loading, a publisher just has to ask his technical team to integrate in its script.
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