ALPS WG Update - IAB Ad Ops Summit, Fall 2009
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Working group status update at the Interactive Advertising Bureau's 2009 Ad Operations Summit in New York, Nov 16, 2009. The Ad Load Performance Scoring (ALPS) working group, with membership from AOL, Yahoo, Microsoft and Google, is developing a method for 'scoring' the load performance of ads, and incorporates best-practices compliance as well as measured load speed.
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ALPS WG Update - IAB Ad Ops Summit, Fall 2009
- 1. Ad Load Performance Scoring Working Group Update Eric Goldsmith Tony Ralph, Pramod Khincha, Bryant Mason, Mark Masterson, Sameer Ajmani 16-Nov-2009
- 10. Load Performance Scoring Example Ad Load Performance Score Result Total number of packets 8 Predicted Download Times Time in ms Domestic end users 270 Nearby international end users 798 Remote international end users 1589 Ad Load Performance Score Result Total number of packets 24 Predicted Download Times Time in ms Domestic end users 598 Nearby international end users 1770 Remote international end users 3527
- 13. Questions? p p
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- VRTA is a performance analysis tool for web site profiling and optimization The current version of the tool—without the ad scoring—is available as a free download from MSDN Browser tool used to fetch ads has been modified to flag unique requests It does so by injecting ICMP Ping messages to single NavigateComplete2 events Prototype will allow for further study by the Working Group
- Scoring should be browser independent as well, but further study is required Could score across different browsers to account for possible differences in behavior between browsers The leading causes of slow Ads involve… Geographic latency between the end user and the servers The amount of ad content … and the number of network round trips needed to fetch this content The way a particular browser downloads and processes the Ad selection and content requests Other factors include… The way the Ad has been implemented See the best practices… The design of the publisher’s page See the best practices… The quality of the user’s network connection Packet loss, congestion, routing, DNS lookup times The capabilities of the end user’s computer Processor speed, bandwidth, memory The time spend in the servers of the Ad Network selecting an Ad
- Benefits at each level Ad Network, Publisher, Advertiser Ad Agency Ad Agency, Ad Network, Publisher Ad Agency, Ad Network, Publisher Ad Network, Publisher Ad Network, Publisher
- Will be conducting additional review with Microsoft Research Small-scale study will compare predicted Ad download times with results under simulated WAN conditions Larger-scale study will compare predictions with results of Ad download times measured in production environments Discuss opportunity with IAB Research Council to tie key Business metrics with the Ad Load Performance Score