Google begin speeding up ad serving in DoubleClick for Advertisers, announced the official DoubleClick blog.
"We streamlined the process of issuing the DFA ad request and returning the ad to the browser by removing a step called the client-side redirect, and in the process shortened the time it takes to serve an ad. This speed-up is especially noticeable on mobile devices, where the extra steps in the ad serving process can slow down the user experience by an average of 1.5 seconds," explains Richard Rabbat, Product Manager and Lloyd Thompson, Software Engineer on DoubleClick blog.
"Even more interesting, when we looked at how faster ads on mobile devices affected interaction rates, we discovered that click-through rates increased by 12% -- a substantial difference!," Rabbat added.
This project shows that speeding up the web both improves the experience for users and creates value for our partners...a true benefit for all.
[Source: DoubleClick Advertisers blog]