Facebook Is Driving Advertisers to Decrease Load Times for Mobile Websites

The changes could affect who sees which ads

Facebook is putting more pressure on brands to speed up their mobile websites so more users will stick around after clicking on an ad.

On Wednesday, Facebook started preloading ads even before anybody clicks on them. It's a move that could help decrease the overall loading time for mobile websites in order to prevent users from leaving sites before they even finishing loading. The feature, called prefetching, could potentially speed up the loading process by as much as 20 to 30 percent.

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