Velocity 09: High Performance Ads - Is It Possible?

Posted in Conferences, Internet Marketing, Development on June 28, 2009

Advertising provides the primary revenue source for many of the Web’s most popular sites. And yet, ads have a reputation for slowing down web pages. The experts on this panel discuss techniques and experiences with mitigating the impact of ads on site load times, and efforts that are ongoing to establish standards for measuring and improving ad performance.

Eric Goldsmith

Eric Goldsmith, Operations Architect at AOL, has more than 18 years of experience in the areas of product development, engineering and operations. At AOL he has led efforts to deliver the highest levels of performance and availability for top Web sites, including:;; and AOLVideo; among others.

His areas of expertise include Performance Analysis, Capacity Planning, Network Engineering and Security, and Software and Product Development. Prior to AOL, Eric worked for companies such as UUNet, WorldCom and CompuServe, as well as telecom and Internet startups. He holds a BS in Computer Science from The Ohio State University.

Artur Bergman

Artur Bergman, hacker and technologist at-large, is the VP of Engineering and Operations at Wikia. He provides the technical backbone necessary for Wikia’s mission to compile and index the world’s knowledge. He is also an enthusiastic apologist for federated identity and a board member of the OpenID Foundation. In past lives, he’s built high volume financial trading systems, re-implemented Perl 5’s threading system, wrote djabberd, managed LiveJournal’s engineering team, and served as operations architect at Six Apart. His current interests extend to encompass semantic search, large scale infrastructure, open source development, federated instant messaging, neurotransmitters, and the future of cyborgs.

Tony Ralph

An 8 year Yahoo! veteran, I have worked directly with display ad delivery for the last 4. One aspect of this work is the monitoring and analysis of 3rd Party ad quality and performance. This work has helped lead to the formation of an IAB Working Group with other major publishers on ad performance.

Bryant Mason
Microsoft Corporation

Bryant Mason is a Principal Test Manager with the Microsoft Advertising Research and Development Group, where he is responsible for performance engineering. He has been optimizing large-scale Internet services at Microsoft since the late 90s. Over the past nine years, he has been busy building advertising platforms that handle tens of billions of requests each day. When not working on the next generation advertising platform for Microsoft, he contributes to industry standards for on-line ad performance.

Sameer Ajmani

Sameer has been building large-scale distributed systems at Google since 2004, including work on parallel data processing, Bigtable, and, most recently, content delivery systems for DoubleClick image and video ad creatives. He is now leading a new effort at Google to make the Web faster by making ads load faster.

Richard Bush

Since 1996 Richard has worked in internet and computing related industries, during this time he has been involved in development of commercial websites and marketing technology.

During Richard’s 6 years at RBI UK, he has been involved with best practice and creation of many of RBI’s ad funded websites.

In his current role as a Director at ADTECH US, Richard has responsibility for the teams that implement theADTECH AD server for customers, and has many years of hands on experience with day to day ad delivery, for many of ADTECH’s largest customers.

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Tags: Business, Conferences, Scalability, Advertising, Performance, Development, oreilly media, Velocity 2009