NEW YORK – According to a discussion from users over at Webmaster World, it has been found that Google is now utilizing ‘lazy-load’ technology to only load AdSense ads when they are in a user’s actual device view-point.
Not only have I personally noticed continual drops recently, but a frustrated colleague who has been monitoring his website decline in AdSense revenue called me up yesterday and pointed out this forum thread detailing the find – which I finally had time to read today.
So if you have been trying to figure out where all of these “missing ad impressions” are, this is a golden-find.
Check it out and read through the entire thread here:
Strange Behavior with AdSense Resulting in Reduced Earnings, Anyone else?
This is great news for advertisers, as they will not pay for an ad impression unless they can be sure someone has actually seen it, but very bad news for domain owners, as they will only be paid for impressions from ads that load, verses all ad placements, as previously done.
In other words, if you were making good revenue due to a high number of page views yet not necessarily on actual clicks, you’re going to experience, what could be, a significant decrease in earnings.
This is another nail-in-the-coffin for publishers who are experiencing reduced earnings from continual changes from ad network initiatives including Google’s unannounced Brand Safety Initiative (ads.txt), ad-blockers and other issues I pointed out last month.
Additionally, Google’s Chrome browser has already discontinued the following ads from loading at all:
- Pop-up ads,
- Prestitial ads with countdown,
- Auto-plan video ads with sound, and
- Large sticky ads.
It is a good time to start planning (if you have not done so already) the development of your domains for opportunities which include high payout commissions, referrals and lead sales, and less for strictly content for ad revenue.