Several of the core participants in the best practices working group are now involved in an Ad Performance Scoring Working Group, trying to develop a method of measuring and scoring the load performance of ads, from both qualitative and quantitative perspectives.

As far as research into the impact of slow ads on ad effectiveness - within the IAB that type of work would generally be performed by the Research Council. This idea has been discussed as a project for the Research Council, but I not aware of active work in this area.

Having an ad scoring method would be a good foundation to build from for that type of research.

-Eric

Do you know if the IAB has done any work in this area since the release of the Best Practices? For instance: research on the impact of slow ads on ad effectiveness.

thanks,
Aaron Peters