We recently took a look at how quickly mobile app ads (interstititals, banners etc.) were loading in a Neumob customer's popular global app.
It confirmed just how dramatic ad load time differences are around the world, country vs. country. Every ad that doesn’t load fast enough for a user to see it in India, China, Pakistan or in the United States is a revenue opportunity that’s been lost.
No advertiser wants to pay for impressions that aren’t viewed, and sophisticated measurement tools are now in place to make sure they don’t have to.