Earlier this year we discussed Swoop’s impact on page load times, as consumers and publishers alike put the speed of their site front and center. Now, let’s dive a little deeper into how Swoop works, and the measures we put in place to ensure the fastest possible load times.
Fully-controlled end-to-end system
A traditional IAB ad request goes through many systems controlled by different vendors, each with its own competing incentives and, of course, a three letter acronym: DFP, SSP, RTB, DSP, DMP, etc. A Swoop ad request is handled by Swoop through and through. Swoop’s network is fully end-to-end, spanning from advertisers to publishers and their users. We control every step of ad requesting and serving to remove any uncertainty that could negatively impact performance, reliability or user experience.
The reason Swoop is able to do this is that we do not have to fill IAB ad slots. With standard ad tech companies, it’s necessary to load as fast as possible, because the ad slots must be filled and must be filled now. Whether the content of the page has loaded or not is irrelevant.
Swoop, however, is dependent on the content itself – we ingest the entirety of a page’s content for search queries, dynamically create a Swoop-only ad slot on the fly, and insert our ad when the slot itself comes into the viewport. Our incentives are aligned with those of users and publishers: we want the page content to load as quickly as possible.
Serving static assets from a CDN
Any static asset runs the risk of being a bottleneck in the load process. To counteract this, we serve every static asset from our own content delivery network, allowing us to optimize and speed up asset delivery.
We also browser-cache all static assets for at least 10 minutes, ensuring that any ads that appear multiple times across a publisher’s site load nearly instantaneously.
In addition to pagespeed benefits, this also means that your site requires that much less data to load for mobile users.
Video assets do not load by default
Unlike a lot of video embedding and advertising services, if Swoop serves an ad with a multimedia element to it, the actual video does not load unless a user touches or clicks it. One of the biggest causes of slow site load we’ve found in the past is video elements that pre-load the video itself, rather than waiting for the user to indicate they’re interested in consuming it.
Long animation frames in rich display ads are often a primary cause of slow user experience and harsh impacts on battery life. Swoop does not use any animation when displaying our ads – once again, low impact ads with no extraneous weight.
Continual real-time performance data from all service endpoints
Swoop is continually monitoring every endpoint within our service for performance data, ensuring that each one serves ad elements in a fast, efficient manner. Underperforming endpoints are swiftly dealt with and replaced. The result:
- Median response time for each endpoint under 100ms
- 95th percentile response time for each endpoint under 200ms
- Billions of data points monitored over thousands of sites
Conclusion: Swoop ads contribute to fast-loading sites
Finally, we make sure that every element we load is both necessary and minimal, and we constantly test and improve our endpoints to ensure that every step of our end-to-end advertising marketplace is optimized for performance.
For more information on Swoop, our integration, or how we ensure speedy ads, reach out to firstname.lastname@example.org