Measuring adblockers impact on site performance
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Transcript of Measuring adblockers impact on site performance
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Karan Kumar
Technical Lead Performance Engineering
May 1, 2023
Measuring Ad Blocker’s impact on
Site Performance
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Web Performance
DevicesFormat/capability diversity
Sophisticated AppsVisual, personalized, complex
NetworksWired LTE WiFi 4G 3G
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Late
ncy
(ms)
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Popular browser extensions
> 500 million downloads> 200M + active users
100M + active usersAdblock Plus blog, 9th May 2016
http://i.imgur.com/IG8oVar.pnghttps://chrome.google.com/webstore/category/popular
44Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf
55Source: https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdf
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BROWSER = EXTENSION =
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Bird's-eye view
Content
Ads
Filter lists
Source: http://adforads.com/category_images/website.jpghttps://www.digitalmusicnews.com/wp-content/uploads/2015/11/adblocklogo.pnghttp://findicons.com/files/icons/1579/devine/256/list.png
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Performance Impact ?
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Performance Impact
Source: https://twitter.com/inspiredlabs/status/743037699561492480
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Performance Impact
Source: https://twitter.com/WalterStephanie/status/742979562049548289
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“”The results: For a number of websites that contained mobile ads with a lot of data, web page data sizes decreased significantly and load times accelerated enormously with ad blockers turned on.””NY Times Oct 1st 2015
Performance Impact
Source: http://www.nytimes.com/2015/10/01/technology/personaltech/ad-blockers-mobile-iphone-browsers.html?_r=1
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Performance Impact
Source: http://rigor.com/blog/2016/06/ad-blocking-above-all-else
“Above All Else, Ad Blocking is a User Experience Problem”
Rigor: 21th June 2016
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Extend WebPagetest
• Easy to extend WebPagetest Detailed Step-by-Step instructions
• Side-by-Side comparison• Multivariate tests
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Experimental Setup
• Private WebPagetest instance• WebPagetest replay
Record live website and playback Reduce outliers (time of day, network, DNS, server load etc.) Normalize the results
• Cable connection• Chrome 51 Browser on Windows
Vs.
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Example 1: moviemistakes.com
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Example 1: moviemistakes.com
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Example 1: moviemistakes.com
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Example 1: moviemistakes.com
2020
Example 1: moviemistakes.com
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Example 1: moviemistakes.com
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Example 1: moviemistakes.com
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Example 2: apple.com
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Example 2: apple.com
No requests were blocked
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Example 2: apple.com
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Example 2: apple.com
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Example 2: apple.com
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Example 2: apple.com
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Example 3: parents.fr
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Example 3: parents.fr
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Example 3: parents.fr
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Example 3: parents.fr
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Example 3: parents.fr
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Example 3: parents.fr
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Example 3: parents.fr
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Example 4: etsy.com
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Example 4: etsy.com
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Example 4: etsy.com
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Example 4: etsy.com
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Example 4: etsy.com
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Example 4: etsy.com
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Example 4: etsy.com
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Summary of examples• Moviemistakes.com
Better Speed Index, Start Render• Parents.fr
Better Speed Index, Worse Start Render• Apple.com
Worse Speed Index, Start Render• Etsy.com
Worse Speed Index, Start Render
• Higher Time To First Byte
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More Experiments• 2016 Internet Retailer 150 Homepages• 2016 Top 100 Media Sites
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2016 Internet Retailer 150 Homepages
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2016 Top 100 Media Sites
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Observations
• CPU cycles for blocking content • Varies by industry• Huge filter list
Blocked list • 580 KB (~1.9 MB)
Allowed list• 422 KB (~1.9 MB)
• User experience could be worse
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Takeaways
Overheads of Ad blocker's Benefit from blocking content performance != universal Invest in tooling Measure it
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Thank You!
www.instartlogic.com
Karan Kumar
[email protected]@kkumar86
https://www.linkedin.com/in/kkumar86
BOOTH @ 215
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