Which Path? A Better CX for Digital Ads
This past week, there were two research findings that — taken side by side — may show tension in delivering a better people experience for digital ads in programmatic environments.
On the one hand, Ad Lightning’s “The Ad Quality Report for Publishers” found that “41 percent of tracked ads surpassed the (Interactive Advertising Bureau’s) approved maximum, which is 200 (kilobytes) or less for banner ads and 300 KB or less for display ads.” On average these ads exceeded IAB specifications by a magnitude of four!
Furthermore, “Processor-intensive ads, often video ads, can also cause page delays … exceeding IAB’s limit of 300 milliseconds to render,” the report stated.
Obviously, these flaws can hamper the user experience — and lead consumers impatiently to click elsewhere.
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