GOOD TO KNOW
ADTECH is upping the delivery speed of its banners. Regular performance measurements of ADTECH adservers speak a clear language: ADTECH has response times to ad requests and availability firmly under control. Dirk Freytag, the company’s CEO, sums up the weekly results of Keynote Systems: “Our adservers respond to banner requests far faster than the average. Even so, as a large international provider, we aim to be even faster.”
For adserver monitoring by industry associations and regular certification by IAB and MRC, technology partner Keynote Systems measures response times and availability. “In the time it takes to blink – around 0.15 seconds – is the average time it takes to display the banner on the website,” says Freytag of current speeds.
This makes it all the more important when displaying a page that the matching banner is passed without delay from the adserver to the target machine. This not only raises users’ positive appreciation of a site, but also the ad impressions of marketers and publishers.
What makes ADTECH’s banners so fast: every month the company distributes more than 150 billion banner requests to a number of computer centres in Europe and the US. Each of these centres stands out through a highly scalable architecture. What’s more, the latest technology in the form of external DNS servers point the ad requests along the shortest path from the browser to the adserver.
ADTECH sees further potential for greater speed in switching to asynchronously loaded web content and the spread of its MultiAd format: “ADTECH’s adservers are already extremely fast,” says Freytag. “But I am certain that we can wring even more milliseconds in ad delivery from the Internet in 2011.”
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