Any ads that use the DoubleClick ad tag, or the Fast Fetch feature will soon be getting even quicker loading speeds. This is thanks to a new feature being launched by Google AMP. The feature, which is called ‘Render on Idle’ allows ad impressions to begin loading while the user isn’t taking any type of action on the browser.
This allows the system to take advantage of the times when there are more free available resources to essentially pre-load the advertisements before they are needed. When the user takes an action that would trigger the next ad, it will already be ready to be served without any delay.
In the announcement from Google, they said, “With Render on Idle, ads load 12 viewports from the user’s scroll position (as opposed to 3) when the browser is idle, no other page content is being retrieved or rendered. This delivers better ad performance by loading ads earlier in the page lifecycle.”
According to testing performed by the AMP team, this has resulted in a 13% increase in the number of impressions per page. In addition, it provided a .5% increase in the number of clicks and viewable queries.
This new feature should take effect automatically, so publishers won’t need to do anything extra to enable this faster loading option. Ad networks will need to move their system from Delayed Fetch to Fast Fetch in order to take advantage of the new features. The support for Delayed Fetch, however, is ending on March 29th, so this is something that will need to be done no matter what.