Keyword blocking wrappers can increase website loading time by two to four seconds

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 19, 2019, 2:21 PM UTC

According to Google, 53% of users will leave a mobile page that takes more than three seconds to load.

This piece states that brand safety wrappers and keyword blocking tags often caused a loading slowdown on publishers’ sites. Brand safety tools not only increase the page loading time but also cause latency and effect publisher revenue.

The study further found that keyword blocking tags creates an ad discrepancy between publishers and agencies on matters like how many ads were displayed. The median ad discrepancy with keyword blocking tags was 8.4%, compared to 3.4% without tags.

The fervent blocking of keywords further blocks between 40% to 60% of the publisher’s healthy ad inventory. This can cause disputes between publishers and agencies, as publishers aren’t aware of the keyword blocking tags and demand payment for unrecorded impressions.

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