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