Display Ad Server
Native Ad Server
VAST Video Ad Server
content_pasteRelease Notes
error_outlineNetwork Status
Terms of Service
Security Policy
Privacy/GDPR
Productsarrow_drop_downFeaturesPricing
DocumentationAPI
menu
Ad Tags
auto_storiesMacros for Ad Serving
auto_storiesAMP HTML Ads
Best Practices
auto_storiesEvaluating 3P Ad Tags for Speed
Campaign Setup
auto_storiesFlight Dates, Quantity & Pacing
auto_storiesCampaign Tiers
Getting Started
auto_storiesGetting Started with AdGlare
auto_storiesAdGlare Glossary
Good To Know
auto_storiesRevive vs AdGlare
auto_storiesAdblock Detection Script
auto_storiesThe Importance of Async Ad Tags
auto_storiesAd Server Pricing
auto_storiesVideo Ad Server with VAST Support
License & Billing
auto_storiesCDN Bandwidth & Fees
auto_storiesDownload Invoice PDFs
auto_storiesCancel License
auto_storiesReplace Credit Card
auto_storiesUpgrade Plan
Native Ads
auto_storiesNative Ads API
Reports
auto_storiesConversion Tracking
auto_storiesMetrics & Dimensions
auto_storiesCustom Formulas
auto_storiesExporting Data
Targeting
auto_storiesFrequency Capping (GDPR)
auto_storiesKeyword Targeting
auto_storiesKey/Value Targeting
auto_storiesGeotargeting Locations
auto_storiesBrowser/OS/Device Targeting
Tutorials
auto_storiesWhite Labeled Ad Serving
auto_storiesBot Filtering for Ads
auto_storiesLazy-Loading Ads
auto_storiesKeeping Ads On The Screen
auto_storiesAdding a 3rd Party Tag
User-Interface
auto_storiesMove to different Folder

Evaluating Third-Party Ad Tags for Speed

menu_book Knowledge Base chevron_right Best Practices
AdGlare Ad Server

AdGlare is one of the fastest ad servers in the market. If you're running third-party tags, you may not have that performance boost you were looking for. As a publisher, slow ad tags will likely result in a Google SERP penalty and motivates people to use an ad blocker.

AdGlare has several ways to evaluate the performance of third-party ad tags:

  • Quality Score
  • Loading Speed
  • Quality Assurance Scanner

Quality Score to the rescue

The quality score gives you an idea of how fast the ad tag loads. To calculate the quality score, copy/paste the third-party ad tag in the creative box. Then click somewhere outside the box and it will be calculated within seconds. We're evaluating the following:

  • SSL-Compliancy
  • Load size (in KB)
  • Number of HTTP requests
  • JavaScript Errors
  • If it drops 3P cookies
The score goes from 1 to 100 and is calculated based on industry averages and IAB's LEAN guidelines for lightweight ads. Aim for a score > 80.

This is something you want to avoid:

As a publisher, you can consider refusing third-party tags that don't comply with your standards. There's a good reason for that: heavy tags slow down your web page, destroy the user experience and provoke a Google SERP penalty.

A (really) bad example

In the tag above, Sizmek loads a staggering 3.4 MB of data using 29 HTTP requests for just one ad. That's simply jaw-dropping! No wonder people are using ad blockers. Moreover, the ad has 4 JavaScript errors and drops 3P cookies. This is a perfect candidate for further investigation.

Loading Speed

Whereas the quality score is determined by AdGlare's servers with gigabit connections, users generally have slower internet speeds. We therefore measure how fast the ad is loaded from real-world user data. The averages are visualized by bars. Aim for green bars, which means that the ad loads in less than a second.

Here's an example of slow loading ads:

Quality Assurance Scanner

Investigate third-party ad tags further with AdGlare's Quality Assurance Scanner. A tool favorite by our biggest publishers! It's available in the Enterprise edition and works as simple as copy/pasting the tag in the scanner. We'll report back on potential issues like:

  • GDPR/CCPA cookie dropping
  • Usage of old synchronous tags
  • If the tag is blocked by ad blockers
  • Audio playing without user interaction
  • CPU/Memory consumption
It will also report all JavaScript errors and warnings the tag produces, as well as all HTTP network requests it makes. Here's an example:

Summary

It's important to evaluate third-party ad tags for speed and performance. Not doing so may have a severe impact on your page's loading speed, the user experience and you'll risk a Google SERP penalty due to slow loading pages.

AdGlare has the tools and features to scan third party tags to evaluate their performance. Use them before they go live! sentiment_satisfied_alt

External Resources

Share This
Article!

emoji_peopleMore about AdGlare

Since 2013, AdGlare powers the ad serving stack of hundreds of brands and publishers worldwide. With ideas and suggestions coming from Publishers, AdOps and Marketeers like you, we're proud to offer one of the most up-to-date ad servers in the market. We adhere to IAB's LEAN Ads Program and Google's Coalition for Better Ads.

Are you a publisher or brand? Reach out to see how we can help you.