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

8/11/2019 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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Mail In4o0

Message


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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-

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