Numerous studies have shown that website latency causes a drop in engagement (bounce rate, page abandonment, overall page views, etc.), which diminishes publisher ad revenues and ROI. The lost page views alone can account for a significant loss in advertising revenue. This report examines the impact of bad ads on page load latency and the subsequent loss in ad revenue as a result of lost page views and Publisher ROI.
Programmatic display advertising has caused a surge in ad quality issues that significantly delay the presentation of ad-supported web pages. Website latency causes drop off in audience reach and engagement, which diminishes publisher revenues and ROI. This report provides a deeper look at the nature and scope of ad quality issues that contribute to that latency.