Feeds

Google (finally) releases antidote to Google ad webpage drag

Relief from browser hang

  • alert
  • submit to reddit

Internet Security Threat Report 2014

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." ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Zippy one-liners, broken promises: Doctor Who on the Orient Express
Series finally hits stride, but Clara's U-turn is baffling
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.