What Is Ad Latency and Why Does It Matter? Ad latency is the time it takes for an ad to load and render on a webpage. While it may seem like a technical issue, it's actually a silent killer of revenue. Slow ad delivery not only hurts user experience but also reduces CPM, fill rates, and even your search rankings. Imagine a user opens your article but the ad takes five seconds to show up—by then, they’ve scrolled past or bounced. That’s a lost impression, and lost money. How Latency Affects CPM and Revenue Ad latency directly affects the value of your inventory. Here’s how: Lower Viewability: Ads that load late are less likely to be seen, reducing viewability scores and CPM bids. Reduced Fill Rates: Some demand partners skip bidding if the auction takes too long, leading to missed opportunities. Poor UX: Slow-loading ads frustrate users, increase bounce rates, and damage your engagement metrics. In short: latency steals revenue before you even realize it’s miss...
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