January 2022

by Team clean, on Jan 28, 2022 9:41:41 AM

What's New In January 

You Asked, We Answered...

Screen Shot 2022-01-26 at 1.28.18 PM

Now that you can see the number of heavy ads detected in your dashboard, what's next? Below we summarized some answers to commonly asked questions we've received related to heavy ads.

What are heavy ads?

Based on the criteria set by Google, an ad is considered heavy and blocked by Chrome-family browsers, if it has not been interacted with (e.g. click or tap) and meets 1 of the following:

  • Uses the main CPU thread for more than 60s in total (cpu violation)
  • Uses the main CPU thread for more than 15s in any 30s window (cpu violation)
  • Uses more than 4 megabytes of network bandwidth (network violation)

VAST/VPAID ads are mostly exempt from this, as this only applies to banner and native formats

What does clean.io report in the dashboard? 

Using a 10% sample rate, we collect data when Chrome browsers block an ad as heavy.

Why is this reporting important? 

For publishers that operate their own sites, this gives meaningful insight to changes in heavy ad volumes to understand how often ads are being blocked and possibly from whom.  Not because they don’t want to protect users, but because a page littered with broken ad messaging creates a poor user experience and reflects poorly on the site. Please note that usually, publishers still get paid for these ads so there is not a loss of revenue associated.

What is an acceptable number of heavy ads? 

Average dashboard percentage is .01%, but ranges up to .2% are quite common. Percentages are based on page-views and will vary significantly between sites due to differences in # of ads per page,  and page dwell time.

When is it a problem requiring investigation?

Mitigation should not be necessary unless dashboard percentage grows larger than 2%. Users are protected by the browser and revenue isn’t impacted, so even above average levels are acceptable.

Over 2% is an indication of a possible site issue, problem with a custom ad format, or site content erroneously blocked because it's being classified as an ad. This should be investigated and we’re here to support those efforts.

Why is SSP or DSP still pending verification? 

Ads may not get flagged as heavy until well after being served, making it difficult to trace back to responsible platforms.  Also, Chrome sometimes blocks non-ads, with no identifiable ad platform.

Questions? Feedback? We'd love to hear from you! cs@clean.io  

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