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Optimizing Advertising

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Optimizing Advertising

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Optimizing Advertising

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  1. Optimizing Advertising

  2. Issues • AMN standards do not include… • Supporting file size limits • Total ad delivery size limits • Total ad delivery object limits • Caching requirements • Compression requirements • AMN standards are not enforced. • Our ad delivery system, and our advertisers use more objects than necessary. • Our ad delivery system, and our advertisers use render blocking technology.

  3. Ad Delivery Comparison On Friday May 4th, AOL.com and Yahoo.com both ran Spider-Man 3 Ads.

  4. Ad Delivery Comparison • AOL uses 5 objects (120K) • 2 Ad Delivery Objects (23K) • 2 Supporting Files (63K) • 1 Flash File (34K) • Yahoo uses 2 objects (71K) • Inline Ad Delivery (7K) • 1 Supporting File (1K) • 1 Flash File (63K) • AOL compresses no objects • Yahoo compresses all objects • AOL caches no objects • Yahoo caches all objects • AOL doc.writes script & flash • Yahoo does not doc.write script AOL Media Networks initial file size limit is 30k. This limit is not applied to supporting script files allowing this 96k delivery.

  5. PQT AOL.com Capture 5/4/07 8:10 am Page Blocking Waterfall chart shows object #62 and #68 blocking additional objects from rendering. Object #62 is the DoubleClick ad delivery system delivering the Spider-Man 3 ad. Object #68 is the Spider-Man supporting JavaScript file globalTemplate_17_17.js. When document.write() is used to add script to a page the browser stops rendering additional elements until the script is finished executing.

  6. Solutions • Update AMN standards and enforcement • Standardize total ad delivery size and object limits. • Require caching of ad art and supporting files. • Require compression of supporting files. • Don’t allow document.write() of script • document.write of text or flash is OK. • Enable Launch and Trafficking to screen all ads run on all AOL Properties against the standards and empower them to reject ads that do not meet our standards. • Improve ad serving technology • Offer server side ad delivery systems to replace existing client side JavaScript (UAC) to eliminate the extra 2 hops between our pages and the ad (more like Yahoo!).