Ads need to go on a diet. More than 40% of online ads are larger than industry standards, which slows down websites and annoys users with crawling load times, according to a report from Ad Lightning , which works with publishers to monitor ad speed. The report won’t be a shock to many publishers already grappling with the issue of “fat ads,” which is what some in the industry are calling them.
Oversized ads can impact viewability — if it doesn’t load, it can’t be seen.
Publishers like Business Insider have even begun telling advertisers that they can’t guarantee ads will be seen unless advertisers stay within the limits of acceptable data.
“If something is a 10-times-larger file size and takes 10 seconds to load, viewability is a very difficult thing to expect when something is so far out of spec,” said Pete Spande, Business Insider’s chief revenue officer.
[…READ MORE AT: Original Article: adage.com]Photo Credit: EricVega/iStock
