Making bad ads sad. Rad!
summary
Measurement shows ads make pages heavy: on top media sites 9% of page, 54% of load time and 55% of bandwidth while generating an average of 279 ad URL calls and engaging 53 third parties for tracking. A news-site audit finds half page bytes come from content blocked by ad blockers, and visiting boston.com daily costs about $9.50/month in ad data at $0.01/MB. High mobile ad blocking rates follow — this is performance, cost and privacy impact proved with site-level measurements.
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