Display advertisements often violate the criteria for optimal web page performance. This discussion will portray why this is often the case by taking a look at the array of entities that can be involved with the creation, delivery and tracking of display ads. Attempts to improve the industry will be chronicled along with some tactics which may apply if display ads have ever compromised your page performance goals.
An 8 year Yahoo! veteran, I have worked directly with display ad delivery for the last 4. One aspect of this work is the monitoring and analysis of 3rd Party ad quality and performance. This work has helped lead to the formation of an IAB Working Group with other major publishers on ad performance.
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