Normally when a user opens a webpage, the ads for the entire page are downloaded and rendered all at once. While this allows the browser to cache the whole web page, there's no guarantee that the user will actually view all of the downloaded ads. Instead of bulk loading all of the ads when the page is accessed, you can set up your page so that the ads load when the user accesses the specific part of the page that requires it.
Lazy loading progressively loads ads as the user scrolls down the page, allowing a small number of the ads within it to load as the user scrolls down. As a user is scrolling down a web page, when an ad slot is a specific number of pixels from the bottom of the viewport (just before it is in the viewport), the process of filling the ad impressions (via header bidding) is initiated. The auction process is triggered just before the ad slot is in the viewport. By the time the requests go out, the ad is in the viewport, and latency is reduced for the ad to fill, resulting in the publisher receiving the highest CPM (due to viewability) and also the ad is in the viewport longer, so advertisers are happy.
Why is lazy loading important to publishers?
Lazy loading is important to publishers for the following reasons:
- Better user experience – Users have a better browsing experience, as the browser doesn't need to load the website's content and ads all at once. The initial page can load quicker and users can start reading/interacting with page faster.
- Advertiser (Facebook and Google) preference – Advertisers prefer long-form content over paginated content or galleries because it performs better”users report higher online visibility, more social sharing, and better link building. As a result of this, many advertisers like buying ads on long-form content since the content performs well.
- Increased chances of being approved with advertising/demand sources – Advertising/demand sources manually check publishers' page(s) for the look and/or quality of content and user experience. Lazy loading increases your chances of being partnered with good advertising/demand sources.
Why is lazy loading beneficial to publishers?
The benefits of lazy loading ads include:
- Reduces initial load time – Lazy loading reduces page weight (overall size of a web page including HTML documents, style sheets, images, media, etc.) allowing for quicker load time.
- Raises page viewability – An ad loads when the browser approaches the user's viewport, meaning that your ads are going to have higher viewability.
- Increases ad revenue – Higher viewability results in higher CPMs which result in increased ad revenue.
Should publishers lazy load content and images too?
Short answer¦no. The best practice is to only lazy load ads because Google and other internet browsers scrape your page for SEO and if there is only a small amount of content in the initial page, you'll see low SEO and overall website scoring. To be on the safe side, you could lazy load images (high quality), but never text.
If you want to learn more about lazy loading or find ways to maximize your ad revenue, contact firstname.lastname@example.org. If you aren't a Sortable customer but want to learn how Sortable's solution stacks up against the competition, request a demo today and start on your path to earning more.