The Impact of Ads on Performance and Improving Perceived Performance Presentation.odp

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    The Impact of AdsPerformance an

    Improving Perceiv

    PerformanceJulia Lee, Sr. Dir. of Engineering, Yahoo

    Stevan Vlaovic, PhD, Ads ArchitecYahoo!, Inc.June ""

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    Fast facts

    Yahoo! Mail #" in $S

    %&MM uni'ue users

    ".() *agevie+sda-

    Yahoo! Mail ust +ent /A +ith ne+ *roduct

    0 faster

    1e+ ad i2*le2entation

    My goal today

    3ell -ou a4out our ads ourne-

    Share so2e 4road strategies to tr-

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    Definitions

    Dis*la- Advertising 5 1ot Search Advertising

    Ad creative 5 Mar6u*, i2ages, assets, JS7SS to sho+ the ad

    Ad decisioning ti2e 5 3i2e to decide +hich ad to sho+ the user

    Ad serving ti2e 5 3i2e to send the ad creativesassets over the net+

    user

    Ad rendering ti2e 5 3i2e to render the ad, including ani2ation

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    Timeline

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    Text vs. Graphical Impact

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    Overall latency breado!n

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    "hat changed#

    Display

    Advertising

    Landscape

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    ,-pply

    &p-blishers+

    %xchanges

    Ad et!ors

    Demand

    &advertisers+

    Ad ,erver

    /0

    et!or

    2ight Media

    Ad

    et

    Ad

    et

    Ad

    et

    Ad

    et

    Ad

    et

    D7L;

    /0 O1O P3 3omcast e4ay

    Ad Ad Ad Ad AdAd Ad

    Ad Maretplace $ %cosystem &'())5+

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    It6s complicated

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    Old ad flo!

    1o redirection

    Pre2iu2 ads

    Ad Server7D1

    Latency Total: 2 ms

    10 ms

    100 m

    100 ms

    50 ms

    >&?& 2s

    100 ms

    2 ms

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    e! ad flo!

    Ad ServerAd E0change "

    Ad E0change

    7D1

    Latency Total:

    2 ms

    10 ms

    100

    300 ms

    100 ms

    >8"& 2s

    300 ms

    300 ms

    50 ms

    300 ms

    100 ms

    650 ms

    300 ms

    2 ms

    Multi*le ad redirection

    @ighest 4idder

    Most relevance

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    Ad call se7-ence

    A**lication7lient Ad net+or6Ad server Ad e0change Ad

    @33P re'uest for *age

    As-nchronous ad call

    Page content +ith ads tagsB

    Ad creativetags

    Ad creativetags

    Ad re'uest to ad net+or6

    Ad re'uest to 9rd *art-

    Ad creative

    Ad creative re'uest

    Ad creativetags

    Ad infinitum

    Ad infinitum

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    "hat next#

    Measure and monitor

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    Monitoring ad positions Man- different *rofiles*ositions

    Profiles change +hen ca2*aigns

    change

    Latenc- transient

    Chat should alert threshold 4e

    Chat triggered the alert

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    8endor Ad 9atency Monitoring

    : Axis; 8endors / Axis; Avg P5< Time&in ms+= sorted on Avg Median Time

    Time periods belo! are rolling !indo!s &e.g. /ear>to>Date ? (@(@)5 thro-gh (@(B@C)+

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    Monitoring 3hallenges

    Chat is re*resentative

    Is it re*eata4le

    Chat is actuall- slo+ Decisioning Serving 1et+

    Identif-ing ads finding needle in a ha-stac6

    Is this the right level of granularit-

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    Ad defensive strate

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    , ff

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    ,trategy (; Do-ble b-ffering

    ".

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    "ebC.) Ad Flo!

    A**lication server ins

    2ar6u* S-nchronous4loc6ed

    Direct DM access 7annot differentiate a

    fro2 2ain content Best perceived user

    for premium ads in p

    positions

    Ce4 )ro+ser

    A**lication Server fetches a**lication

    and Ad content

    @3ML *rocessed

    Page rendered

    $ser 2a- no+ interact +ith *age

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    "ebC.)@(.) 3lient>side Ad Flo!

    Fetch ad after a**lica Fine grained adGrotat

    Ce4.AJA *ages Prioritizes user actio Requires extra roun

    7lient

    A**lication Server generates content

    @3ML *rocessed

    Page rendered

    $ser 2a- no+ interact +ith *age

    7lient fetches and inserts ad content

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    "eb(.) Ad Flo!

    7lient runti2e ad strateg- AD content is si2*l- data AD content render occurs a

    loadrender Prioritizes user actions fi Saves one roundtrip for c

    fetch

    Ce4 )ro+ser

    Ce4 server fetches AD @3ML

    AD @3ML transfor2ed into data,

    e2its +ith *age content

    Page @3ML *rocessed

    ADs not renderedB

    Page rendered

    JS *rocess AD DA3A,

    and e2its sand4o0

    ADs rendered

    $ser 2a- interact +ith *age

    %xample Message 2ead Flo! Attempt C

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    Nld AD still visi4le until ne+ one a

    Mail In4o0

    Message

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    Nld AD still visi4le until ne+ one a

    Mail In4o0

    Message

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    Nld AD still visi4le until ne+ one a

    Mail In4o0

    Message

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    Demo

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    Appendix

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    Appendix

    Aren6t many ADs already rendered this !ay#

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    Aren6t many ADs already rendered this !ay#

    Ce4 *age

    Man- ADs alread- use their o+n IF

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    ,andbox library reso-rces

    2s or less of server ti2e added to transfor2 AD into DA3A

    Adds clientGside @33P re'uests at 2ost

    " JavaScri*t file to 4uild sand4o0 and receive calls fro2 vend

    " @3ML file for the sand4o0

    3-*icall- 2a6es @33P re'uests, as 4oth JavaScri*t, and

    @3ML files are cachea4le 3-*icall- less than 2s of run ti2e, client side i2*act in 4ro

    due to 4est *ractices in JavaScri*t

    AD TM9 as DATA

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    AD TM9 as DATA

    < SCRIPT type= "text/plain" _pos= "LREC" _en= "ISO -8859-1"< !-- Ote# $ eta-%ata att#i&'tes $ ay &e a%%e% --

    "

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    Metrics gathering Ad li4rar- can 4e configured +ith a variet- of Hcall4ac6 functions

    )RL)_CO 0(IB = /D Ote# .onAi options e#e D/

    onSta#tPosRen%e#, A'n.tionF /D Lo te ti$ e oA an ) sta#tin #en%e# p#o.ess D/ G?

    on(inisPosRen%e#, A'n.tionF /D Lo H en an ) as Ainise% #en%e#in D/ GG

    3his level of detail +as not availa4le +ithout li4rar- Allo+s *ro*erties li6e Yahoo! Mail to decide +hat info is i2*ortant

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    /ahoo0 Mail sage of ,ec-reDA29A E 4-siness 2-le

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    /ahoo0 Mail sage of ,ec-reDA29A E 4-siness 2-le

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    ,erver side ad integr

    Ad 3all Flo! E ,erver side

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    7lient

    A**lication Server

    Ad Server

    "

    &

    9

    ?= Ad calls invo6ed fro2 7lient

    Ad net+or6

    %

    8

    Ad call should 4e called as

    Ad call 2ust return 4efore 4e flushed

    Ad call should 4atch 2ulti*

    Ad decision ti2e increasinads

    >9s to ?2s

    Acceptable ,erver>side Ad 9atency

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    7lient

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    p

    HB faster

    Cith Ads

    Cith Ads

    Cithout Ads

    Cithout Ads

    Global challenges

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    g

    Are ads locall- decided

    Are ads geoGtargeted

    Chat t-*e of account is thisChat is the right user e0*erience

    Are ad creatives served glo4all-