“AMP essentially asks you to build a parallel-universe version of your site that strips out not just anything that’s slow, but anything that might be slow,” explains Joshua Benton for Nieman Lab. More recently, Google announced Accelerated Mobile Pages (AMP), an open source project supporting near-instant access to quality content while simultaneously enabling publishers to increase mobile revenues across ads and subscriptions. In response, companies like Facebook are bringing products like Instant Articles to market for mobile. With bad actors among the ad tech industry popping up every day who are happy to take advantage of this mindset, it's no surprise that the page load situation has gotten out of control.
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Our team wrote all the code from scratch, forcing async-loading and beaconing back the minimum data needed. Parse.ly, for its part, has made a focused effort to maintain a slim JavaScript integration to collect the data it needs for useful reporting to digital publishers - using as few bytes as possible. Many of these ad tech vendors haven't upgraded, so this issue exists today. Loading a single publisher website was often like loading ten websites in parallel in a single tab. Ad tech companies embedded clunky iframes that would sometimes load entire web stacks.
The JavaScript code might be outdated, unnecessarily bulky, or even gaming the analytics.įive years ago, JavaScript was in a poor state. Or hey, it might even be a problem with your internet connection.īut there’s a hidden issue that may be causing delays. Ads, particularly those of the auto-play video variety, can slow down load time considerably. It could be graphics-heavy or bogged down with animation, auto-loading videos, or other bells and whistles. There are a few obvious reasons why a page might be slow to load. That barely perceptible delay causes people to search less,” writes Steve Lohr for The New York Times.Ĥ0 percent of people abandon a website that takes more than three seconds to loadĤ7 percent of consumers expect a web page to load in two seconds or lessħ3 percent of mobile internet users say that they’ve encountered a website that was too slow to load “These days, even 400 milliseconds - literally the blink of an eye - is too long, as Google engineers have discovered. We expect a fast, responsive internet experience even on our mobile phones. That’s almost unimaginable now, when the average user bounces after a fraction of that time. According to Slate, internet pages took about 30 seconds to load back in the digital dark ages of 1996.
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