IAB Ad Load Performance Best Practices

Recommended Best Practices for Ad Load Performance from the Interactive Advertising Bureau (IAB). Available for free download in pdf format.

An overview, from the website:

This document explains several best practices that can be employed by creative agencies, ad-serving vendors, and publishers to reduce the load time for ads. Ads that load faster can help web pages load faster, leading to higher user satisfaction, lower page abandonment, and, most importantly for agencies and marketers, more opportunity for ads to yield higher conversion or click through rates. These best practices can typically be implemented with very little cost and can be a win-win-win situation for all parties involved in the development and serving of interactive advertising.

Visit Ad Load Performance Best Practices