Lazy Loading Ads – What Publishers Need to Know

Lazy Loading Ads What Publishers Need to Know

As a publisher, you know how valuable a good user experience is. You also know how important it is to get the most out of your ad revenue.

That’s exactly why lazy loading ads were born – to allow you to improve UX while maximizing your ad revenue.

But how exactly does it work, and what are the benefits and advantaged of lazy loading ads?

We’ll explain everything you need to know.

What Are Lazy Loading Ads?

Lazy loading is a technique that loads ads on your website only when they are about to appear on the user’s screen.

In other words, ads only appear when they’re needed.

The idea behind lazy loading ads is to defer the loading of ads until they are in the user’s viewport, rather than loading them all at once when the page loads.

With traditional ad loading, all the ads on a webpage are loaded when the user opens the page, regardless of whether or not they are immediately visible.

This can significantly slow down page load times and affect UX.

Lazy loading ads help to address this issue by only loading ads when they are in view or are about to come into view.

Where Can You Implement Lazy Loading Ads?

Lazy loading ads can be implemented on ad units below-the-fold.

For ads above-the-fold, where you want the ads to load as quickly as possible, you should not implement lazy loading.

In regards to the implementation itself, lazy loading requires individual implementation on a per ad unit basis.

Advantages of Lazy Loading Ads

There are three primary benefits to lazy loading ads:

Better UX

Site speed is a crucial aspect of a good user experience.

No one has patience these days, and if a site takes too long to load, users will just leave.

Lazy loading ads help site speed by not loading all the ad requests at once.

A faster site will also help in terms of SEO. Site speed is also one of Google’s ranking factors, so the faster your page loads, the better your site will rank.

Higher Viewability

Maintain high viewability needs to be an important element of your ad management strategy.

If your site loads ads below-the-fold that users don’t see, they will count as impressions. The last thing advertisers want is to pay for impressions that users never ever see.

When advertisers don’t see a return on investment, they simply stop buying your ad inventory.

Higher Overall Revenue

Lazy loading ads means that more people will stay on your site, your site ranking will be better, and advertisers will be happier to advertise on your site.

This combination of better UX and better viewability leads to a much higher ad revenue potential.

Disadvantages of Lazy Loading Ads

The downside to lazy loading ads is relatively minimal, because it only occurs due to poor implementation.

If implemented incorrectly, lazy loading ads can have a negative impact on your SEO.

Search engine bots follow a different crawl pattern than human users, and may not trigger certain elements if they are not coded correctly.

Furthermore, if lazy loading is implemented incorrectly, it may cause technical issues such as broken links or missing images, which can also hurt a site’s search engine rankings.

To avoid these negative effects, you need to ensure that lazy loading is implemented correctly and that important SEO elements are not delayed.

Additionally, you should regularly test your website’s performance and search engine visibility to ensure that it’s optimized for SEO.

Is Lazy Loading Right for You?


Lazy loading ads is more than a good monetization strategy, it’s a far-reaching one.

Not implementing lazy loading can have harmful effects on your site as a whole and on your ad revenue in particular.

As long as the technology is implemented correctly, you have no reason to be concerned with any adverse effects.

We recommend partnering with a Google Certified Publishing Partner (GCPP) like Adnimation, which has years of experience implementing lazy loading technology.

If you want to learn more or are just interested in a free consultation, don’t hesitate to get in touch.


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