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Apica´s Performance Blog is your source for tips, trends and tools for optimizing your web performance. Track current web performance metrics and brenchmarks and new technology in web performance testing.

AD Blocking? But Why?

Ad-blockingWe’ve all seen it and we’ve all hated it. Your web page begins to load and then, right in mid-load it stalls out. It’s not just a brief hiccup, you stare at half a page for an eternity while an ad loads. Get past that ad and then the next one starts. Pretty soon you don’t care anymore about the website, you just want to move on. All of a sudden, throwing an ad blocker into the mix is looking like a really good idea.

Looking at it from the point of website owner’s point of view, ad blockers toll the bell of revenue death. If you’re supporting your site with ads you need to find a way to hold your audience while your pages load and the best way to do that is to find out what it is about the ad loading that is keeping your pages from rendering quickly. Because we all know that it’s not really the ads that are the problem, it’s the long page load times.

Apica’s website monitoring service is designed to work using real browsers and to capture the all the calls and responses it takes to load your page, including calls to ad servers. You can dig deeply into the way your pages are being served and see if you have delays getting DNS resolutions or whether certain ad servers are taking forever to serve their content. Seeing the time that it takes to deliver all the things that make up your page will help you decide the order in which your page is laid out to put more of the ‘above the fold’ content up before calling out for ads so your users see more of what they came to see before the ads start slowing things down.

The point is that you can’t let your revenue generating content push your users away so you need a way to keep them from wanting to block the ads that pay for your site. So you need a versatile web monitoring service to give you the insight to what artifacts are slowing you down. That way you can address the key issues, whether it’s something internal like your page design or external like slow ad delivery from the ad server.

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