Speculation Rules APIを用いたページ・広告表示の高速化によるメディア・広告KPIの改善への取り組み / Efforts to Improve Media and Advertising KPIs by Speeding Up Page and Ad Display Using Speculation Rules API

&GGPSUTUP*NQSPWF.FEJBBOE"EWFSUJTJOH ,1*TCZ4QFFEJOH6Q1BHFBOE"E%JTQMBZ 6TJOH4QFDVMBUJPO3VMFT"1* -:$PSQPSBUJPO *NBNJZB.BTBLJ ,JSBLV5PNPLJ

Imamiya Masaki Kiraku Tomoki Yahoo! JAPAN News Engineer Yahoo! JAPAN
Ads Engineer

*OUSPEVDUJPO

8IZ8F*NQSPWF8FC1FSGPSNBODF

#FUUFSXFCQFSGPSNBODF NBLFTFWFSZPOFIBQQZ

#FUUFSXFCQFSGPSNBODF NBLFTFWFSZPOFIBQQZ User Ad Publisher Contents Provider Us

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1SFGFUDIWT1SFSFOEFS 5SBOTJUJPOGSPN1BHF"UP1BHF# 1BHF" 1BHF# Without Prefetch/Prerender Prefetch Prerender

1SFGFUDIWT1SFSFOEFS 5SBOTJUJPOGSPN1BHF"UP1BHF# 1BHF" 1BHF# Fetch Page B Render Page B
View Page B Without Prefetch/Prerender Prefetch Prerender

1SFGFUDIWT1SFSFOEFS 5SBOTJUJPOGSPN1BHF"UP1BHF# 1BHF" 1BHF# Prefetch Page B Render Page B
View Page B Fetch Page B Render Page B View Page B Without Prefetch/Prerender Prefetch Prerender

1SFGFUDIWT1SFSFOEFS 5SBOTJUJPOGSPN1BHF"UP1BHF# 1BHF" 1BHF# Prefetch Page B Prefetch Page B
Prerender Page B View Page B Render Page B View Page B Fetch Page B Render Page B View Page B Without Prefetch/Prerender Prefetch Prerender

4QFDVMBUJPO3VMFT"1* <script type="speculationrules"> { "prerender": [{ "where": { "and": [{
"href_matches": "/articles/*" }, { "not": { "selector_matches": ".no-prerender" } }] }, "eagerness": "moderate" } ] } </script>

"href_matches": "/articles/*" }, { "not": { "selector_matches": ".no-prerender" } }] }, "eagerness": "moderate" } ] } </script> 1SFSFOEFSUBSHFU

"href_matches": "/articles/*" }, { "not": { "selector_matches": ".no-prerender" } }] }, "eagerness": "moderate" } ] } </script> 1SFSFOEFSUJNJOH

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Journey of Ad Prerender Second prerender A/B test

*OUSPEVDUJPOUP1BHFT6TJOH1SFSFOEFS above AD below AD

above AD below AD *OUSPEVDUJPOUP1BHFT6TJOH 1SFSFOEFS

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above AD below AD

CFMPX"% below AD LoadTime: Fast AdType: Image Ad Placement: below
Position Ad Size: Medium

BCPWF"% above AD① below AD above AD② below AD

BCPWF"%① above AD① LoadTime: Slow AdType: Image Ad Placement: above
Position Ad Size: Large or Medium

BCPWF"%② LoadTime: Slow AdType: Image or Video Ad Placement: above
Position Ad Size: Large or Medium above ADᶄ

-PBE 5JNF AdType 1MBDFNFOU Size #FMPX"E 'BTU *NBHF CFMPX .FEJVN
"CPWF"E 4MPX *NBHF BCPWF -BSHFPS .FEJVN "CPWF"E 4MPX *NBHFPS 7JEFP above -BSHFPS .FEJVN

3FOEFSJOH'MPXPG1SFSFOEFS"% Page Load Ad Library Load AD Request Handling AD
Display Process above AD 800ms ~ 1500ms 500ms ~ 800ms Page Load Ad Library Load AD Request Handling AD Display Process below AD

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3FOEFSJOH'MPXPG1SFSFOEFS"% Page Load Ad Library Load Partial AD Request Handling
above AD Page Load Ad Library Load AD Request Handling AD Display Process below AD Remaining Processing Outside of Prerendering AD Display Process 50ms ~ 200ms 500ms ~ 800ms 600ms ~ 1450ms Not Prerender Prerender

5FTU1BUUFSO Moderate pattern Immediate pattern

5FTU1BUUFSOrNPEFSBUF above AD below AD

5FTU1BUUFSOrNPEFSBUF Link Link click transition Page load AD Link hover
Ad library load Ad Request Handling Ad Display Process Page Load

5FTU1BUUFSOr*NNFEJBUF above AD below AD

5FTU1BUUFSOr*NNFEJBUF Link Link click transition Page load AD Ad library
load Ad Request Handling Ad Display Process Page Load

3FTVMU

Improvement of Ad Display Speed above AD Normal: ~4000ms Moderate
pattern: ~1600ms Immediate pattern: ~1600ms below AD Normal: ~3000ms Moderate pattern: ~500ms Immediate pattern: ~300ms

)JHIFS)JUSBUFUIBOUIF1SFWJPVT5FTU

/P4JHOJGJDBOU$IBOHFJO$53GPS CFMPX"% below AD ※ CTR( Click Through Rate )
= click / impression * 100)

Statistically significant increase in CTR for above AD② Immediate pattern
2-3% relative increase in CTR above AD②

*OTJHIUT

Ad rendering speed doesn't directly translate to ad performance metrics.
above AD: 50–200ms faster below AD: 500–800ms faster But below AD didn’t show a significant change.

*OUSPEVDJOHQSFSFOEFSJOHGPSWJEFPBET NBZMFBEUPBOJODSFBTFJO$53 -PBE 5JNF AdType 1MBDFNFOU Size CTR #FMPX"E 'BTU
*NBHF below .FEJVN No Significant Change "CPWF"E 4MPX *NBHF above -BSHFPS .FEJVN No Significant Change "CPWF"E 4MPX *NBHFPS 7JEFP above -BSHFPS .FEJVN +2-3%

4VNNBSZ • +3% relative increase in CTR • Prerender seems
to be effective when video ads are delivered • Not effective for all ads

Speculation Rules APIを用いたページ・広告表示の高速化によるメディア・広告...

Speculation Rules APIを用いたページ・広告表示の高速化によるメディア・広告KPIの改善への取り組み / Efforts to Improve Media and Advertising KPIs by Speeding Up Page and Ad Display Using Speculation Rules API

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