Feeds

Google (finally) releases antidote to Google ad webpage drag

Relief from browser hang

  • alert
  • submit to reddit

The Power of One eBook: Top reasons to choose HP BladeSystem

Google has rolled out a new AdSense script that will load the company's ubiquitous contextual ads significantly faster than in the past.

Last year, at a conference in Silicon Valley, the company acknowledged that AdSense text ads can account for as much as 12 per cent of a webpage's load time. And we thought to ourselves: "That's all?"

But Google was already testing a new iframe script designed to reduce load times without requiring sites to change any of their AdSense code. "We want to minimize the amount of time we spend blocking the publisher page," Google mathematician Michael Kleber said at the time. "We want a webpage to be as fast with ads in it as without. But we want to do it without having publishers recast. We want to do it without them changing anything on their page, because, you know, AdSense is on millions of websites, and there's no way we're going to get millions to change their pages.

"We want to have this work by default and not just for elite webmasters that keep up with best practices."

Nine months later, Google has rolled out the new script across the globe for users of Google Chrome, Mozilla Firefox, and Microsoft Internet Explorer 8. Support for other browsers will follow.

In essence, Google is replacing the existing 40K AdSense JavaScript (aka show_ads.js) with a much smaller load script that creates an inline frame on the webpage. The remainder of the script executes with the iframe, separately from the rest of the page. The old "show ads" script would halt all sorts of other tasks when it was downloaded by the browser. The new iframe setup will not. Google is able to access the same code path without interfering with other downloads.

"The remarkable thing is that it works and it's very fast," Kleber said. "Even though the script running inside the publisher page doesn't lock the publisher page from doing all the other things it wants to do, we still execute as quickly as possible, right on top of the stack." ®

Top three mobile application threats

More from The Register

next story
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Amazon Reveals One Weird Trick: A Loss On Almost $20bn In Sales
Investors really hate it: Share price plunge as growth SLOWS in key AWS division
Bose says today is F*** With Dre Day: Beats sued in patent battle
Music gear giant seeks some of that sweet, sweet Apple pie
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Too many IT conferences to cover? MICROSOFT to the RESCUE!
Yet more word of cuts emerges from Redmond
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Securing Web Applications Made Simple and Scalable
Learn how automated security testing can provide a simple and scalable way to protect your web applications.