Ad-technology needs to be fast. Even adding a few milliseconds to page-load time can be excruciating to site visitors which ultimately drives engagement and traffic down.
"This is how fast things need to be executed; if you don’t hit this threshold, we can’t put you on the site," said Jarrod Dicker, the Washington Post’s head of ad product and technology. “We found that vendors we do use are ones that went back to their engineering teams and found out how to expedite their loads. The vendors that haven’t been able to come to the table with faster solutions, we no longer integrate with.”
In the chart below The Ghostery compares just how much WaPo has cut back from placing noncompliant tags on its site.