GeoEdge Simplifies Demand Partner Latency Monitoring

Increase measured impressions

Boost existing inventory value

Gain more organic traffic

Why is it important to monitor your demand partners’ latency?
When demand partners delay in serving their ads, it impacts your revenue on 3 levels. Latency negatively impacts the number of impressions rendered, your ads’ viewability metrics, and the Core Web Vitals that help determine your Google search ranking. GeoEdge takes the weight off and simplifies Demand Partners’ Latency monitoring.
The most direct level of impact is on the number of impressions.
The longer it takes for an ad to load on the page, the less likely it is to be viewed and interacted with. Users scroll quickly through web pages, and if your demand partners don’t deliver fast enough, their ads are more likely to be skipped and generate fewer impressions. Google researchers performed an experiment across 4 billion impressions in which various delay levels were injected before each ad response. The results, as seen in these graphs, imply that with one second of added delay, impressions decreased by 1.1% for mobile traffic and 1.9% for desktop traffic.
The second level of impact is on viewability.
Viewable impressions are defined by the Media Rating Council as ones in which 50% of a display ad is visible for at least 1 second, or 2 seconds for a video ad. The inventory’s viewability rate is a measure advertisers use to plan their ad spending. It measures Viewable Ad Impressions against all Measured Ad Impressions. The higher your inventory’s viewability rate, the more advertisers will be willing to pay for it, and vice versa. Any delay in response time on the part of your demand partners lowers your viewability score and reduces the values advertisers are willing to pay for your inventory.
The third level impacts your site’s Core Web Vitals.
Core Web Vitals are three metrics that measure your website’s performance by highlighting the following aspects of user experience: Loading, Interactivity, and Visual Stability. Google uses Core Web Vitals as the main factor in their search engine ranking, so websites with low Core Web Vitals scores will be ranked lower on search results pages and receive less traffic.|
As you can imagine, ad load time significantly impacts a website’s Core Web Vitals score, and as a result, the volume of organic traffic referred to the site by Google’s search engine. You can check how ads impact your Core Web Vitals on Google’s Publisher Ads Audits for Lighthouse.
Ads Load Time = Money

By improving your demand response time, not only will you be able to increase your impressions count, you will also raise the value advertisers are willing to pay for your inventory and improve your search engine ranking— boosting your organic traffic stats.

How can you tell which demand partners are slowing you down?

At GeoEdge, we know how hard you work to improve and optimize your ad revenue stream. We monitor all the ads served by your demand partners for security and quality, as well as their response time – from the moment the creative tag is placed on the page to the point the ad is rendered. On your GeoEdge dashboard, you can clearly see the median value of each demand partner’s latency and learn how it compares to all other partners:

You should look out for partners with a significant share of impressions that are slow to respond. Because our data shows that response time problems peak in the span of a single day, we recommended keeping track of your partners’ latency over time. If you encounter a consistent performance problem by one of your leading demand sources, we suggest you run an A/B test to see whether your stats improve without them.