Name That Script! - Speaker Deck

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Name  That  Script!

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Hi! paravelinc.com

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Hi!

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Hi!

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Third- Parties?

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Third-Party Any request made by a webpage coming from an external URL

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Third-Party Scripts and Services http://trentwalton.com

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http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js Third-Party Scripts and Services

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http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js https://p.typekit.net/p.css Third-Party Scripts and Services

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http://trentwalton.com Third-Party Scripts and Services

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Third-Party Any request made by a webpage coming from an external URL Any resource included with a webpage that the site owner doesn’t explicitly control

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http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js Third-Party Scripts and Services

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http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js https://evilcorp.com/ssssshhhhh.js Third-Party Scripts and Services

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http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js https://evilcorp.com/ssssshhhhh.js

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Advertising Ad networks, Ad content Comments Disqus, etc. Essential Tag managers, fonts, etc. Customer Interaction Live chat, feedback widgets Analytics Site traﬃc, trackers, etc. AB Testing Maxymiser, Optimizely, etc. Social Media Embeds, sign up, share buttons CDN Cloudﬂare, AWS, etc. Third-Party Uses

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Data / Decision Drivers Analytics + AB Testing Content CDNs for Fonts, Images, Videos, etc. Income Ads, Analytics, Trackers Functionality Comments, Chat, Tag Managers, IFrame embeds Third-Party Beneﬁts

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User Experience Poor Performance (Load Time + Processor Lag), Inconsistent UI Privacy Customer/User Trust, Organizational Reputation, Data protection Third-Party Concerns

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Why do I care about third-parties?

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No content

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Image Comps

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Image Comps Frontend

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Image Comps Frontend Performance

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Image Comps Frontend Performance A11Y

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Image Comps Frontend Performance A11Y RWD

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Image Comps Frontend Performance A11Y RWD Design Systems

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Image Comps Frontend Performance A11Y RWD Design Systems Command Line

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Image Comps Frontend Performance A11Y RWD Design Systems Command Line Third-Parties

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Impact

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Prototypes!

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Welcome 1 2 3 Next

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Welcome 1 2 3

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Welcome 1 2 3

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CSS PNG JS JPG WOFF CSS JPG Shrink-O-Matic W CSS JPG WOFF

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Buttons Fonts Footer Forms Grid  Header Navigation Tables Patterns Primary Secondary Buttons Use only one primary button per component.

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No content

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Integration!

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CMS

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Analytics CMS Ad Network

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Analytics CMS Ad Network AB Testing Comments E-Comm

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Analytics CMS Ad Network AB Testing Comments E-Commerce Trackers Social Sign Bus

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CSS PNG JS JPG WOFF Analytics Social AB Testing Ad Network

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Analytics v2.0.1 v2.0.2 Ad Network v2.0.3 AB Testing

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Delivering a performant, accessible, responsive, scalable website isn’t enough: I also need to consider the impact of third-party scripts.

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twitter.com/csswizardry/status/915886339391918083

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Listen and Learn!

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Let the work begin!

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Analyze & Itemize on the Web Categories & Types Know Industry Averages Impact UX, Perf, Privacy Understand IRL Beneﬁts Take Action

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UX, Perf, Privacy Impact

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UX + Perf

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Please Turn Oﬀ Your Ad Blocker

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31 requests, 6.7MB

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348 requests, 14.7MB

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No content

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Privacy

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This site uses cookies! Got it

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https://twitter.com/jasonfried/status/1003979608042164230

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Remarketing! Spatula Buy Now

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Remarketing! Thank you for your purchase

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Weather App advertisement Spatula! Shop Now

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I’m not evil. But Trent. While I’m here… I was looking at your browser history and wondered if you still wanted that panini press.

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Browsing History cheesysandwiches.com facebook.com/political-thing facebook.com/timeline twitter.com/moment amazon.com/panini

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Don’t wait to be told!

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Image Frontend Performance A11Y RWD Design Systems Command Line Third-Parties Privacy

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Privacy & GDPR Resources

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GDPR (General Data Protection Regulation) https://www.smashingmagazine.com/2018/02/gdpr-for-web-developers/ Privacy & GDPR Resources

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GDPR (General Data Protection Regulation) https://www.smashingmagazine.com/2018/02/gdpr-for-web-developers/ Privacy by Design (PbD) https://www.smashingmagazine.com/2017/07/privacy-by-design-framework/ Privacy & GDPR Resources

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GDPR (General Data Protection Regulation) https://www.smashingmagazine.com/2018/02/gdpr-for-web-developers/ Privacy Impact Assessment https://www.gsa.gov/reference/gsa-privacy-program/privacy-impact- assessments-pia Privacy by Design (PbD) https://www.smashingmagazine.com/2017/07/privacy-by-design-framework/ Privacy & GDPR Resources

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Analytics Categories Comments Social Media Advertising

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Categories Advertising Ad networks, Ad content Comments Disqus, etc. Essential Tag managers, fonts, etc. Customer Interaction Live chat, feedback widgets Analytics Google, Chartbeat, etc. AB Testing Maxymiser, Optimizely, etc. Social Media Embeds, sign up, share buttons CDN Cloudﬂare, AWS, etc.

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Ghostery ghostery.com

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Categories ghostery.com

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Categories ghostery.com

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Categories ghostery.com

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Categories Advertising Ad networks, Ad content Comments Disqus, etc. Essential Tag managers, fonts, etc. Customer Interaction Live chat, feedback Analytics Google, Chartbeat, etc. AB Testing Maxymiser, Optimizely, etc. Social Media Embeds, sign up, share CDN Cloudﬂare, AWS, etc.

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Analyze & Itemize

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View Source? view-source:http://trentwalton.com

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View Source? view-source:http://trentwalton.com

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Ghostery?

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Portable, Please

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XLS! CSV! They’re for me!

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website.har (JSON) HTTP Archive format HAR

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Save as HAR http://trentwalton.com Network Requests Panel https://trentwalton.com/style.css https://trentwalton.com/mediocrejavascript.js Copy Save All As Har Open in New Tab Start Performance Analysis

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Now What? HAR website.har

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har.tech

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charlesproxy.com

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No content

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By Simon Hearne requestmap.webperf.tools

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Request Map for trentwalton.com requestmap.webperf.tools

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Request Map for amazon.com requestmap.webperf.tools

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Request Map for amazon.com Request Map CSV Export

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Know Industry Averages

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Alexa Top 50 US Sites

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Alexa Top 50 US Sites 49

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Alexa Top 50 US Sites 49 46

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Third-Party Requests across top 46 US sites

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213 Third-Party Domain URLs * domains, not requests

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22 Average Per Site

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Third-party domain # of top 46 sites % of top 46 sites doubleclick.net 38 82.6% facebook.com 32 69.6% google-analytics.com 27 58.7% googlesyndication.com 25 54.3% googleadservices.com 24 52.2% cloudfront.net 20 43.5% googleapis.com 20 43.5% scorecardresearch.com 18 39.1% 2mdn.net 17 37.0% adnxs.com 17 37.0% fastly.net 17 37.0% akamaihd.net 16 34.8% Third-Party Prevalence https://trentwalton.com/tag/Third-Party/

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What’s a Demdex? better.fyi/trackers

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What’s a Demdex? better.fyi/trackers

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Alexa Site Third-Party Domains nytimes.com 64 washingtonpost.com 63 Metropcs.mobi 59 cnn.com 57 ebay.com 49 msn.com 45 microsoft.com 43 wikia.com 42 salesforce.com 40 bestbuy.com 38 imdb.com 37 twitch.tv 37 espn.com 36 wordpress.com 32 Volume Per Site

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Which sites had the most? News nytimes.com washingtonpost.com cnn.com msn.com espn.com Shopping ebay.com bestbuy.com target.com amazon.com walmart.com

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News & Shopping Ads Analytics CDN Ratings Comments Social Feedback

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Further Reading trentwalton.com/notes/2018/01/23/third-party-script-prevalence-on-alexa-top-50.html

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Understand Beneﬁts

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$ $

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Vector Media Group Matt Weinberg Lee Goldberg

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Analytics Ad Network What’s a Tag Manager? AB Testing

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Dashboard

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Get Snippets

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Add Snippets view-source:http://trentwalton.com Tag Manager Script

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Add Tags & Scripts

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Pandora’s Box? view-source:http://trentwalton.com Tag Manager Script

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Get Organized view-source:http://trentwalton.com Tag Manager Script

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“An analytics strategy should be part of the initial development and design process […]” —Lee Goldberg

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CSS PNG JS JPG WOFF Analytics Social AB Testing Ad Network

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CSS PNG JS JPG WOFF Analytics Social AB Testing Ad Network

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It’s too easy to add scripts. view-source:http://trentwalton.com Tag Manager Script

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No content

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“We work towards a global maximum versus a local maximum. Small, hyper-focused changes may seem good at the time…

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but we have to be mindful of the overall quality of the user-experience and integrity of the brand.” —Matt Weinberg

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Ads and analytics work together to help our clients. view-source:http://trentwalton.com Tag Manager Script

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Don’t blame the tool.

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Take Action!

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Establish a Center of Excellence!

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1 Determine value to the business/website 2 Avoid redundant scripts and services 3 Fit within established performance budget Deﬁne Standards 4 Comply with organizational privacy policy

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Styles Components Voice Perf Third-Parties Inventory AB Testing - Optimizely 300kb WebPage Test Analytics - Chartbeat 73kb WebPage Test Comments - Disqus 120kb WebPage Test Ads - Doubleclick 100kb WebPage Test Ads - Adnxs 80kb WebPage Test Third-Party Standards Our goal is to document and regularly evaluate the value of third-party inclusions, optimizing benefits while minimizing the UX/Performance impact. Document Standards

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Analytics Ad Network AB Testing Account For Third-Parties During Prototyping

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Audit Third-Parties Third-Party Size Budgeted Issue Optimizely 365kb 200kb Perf Budget Maxymizer 190kb Redundant Outbrain 645b 1kb Chartbeat 700b 1kb Analytics - Google 26kb 50kb Ads - Doubleclick 169kb 100kb Perf Budget Ads - Adnxs 80kb 100kb Ads - Rubicon Project 90kb 100kb

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Monitor Performance

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Make your Case!

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4 Third-Parties 24 HTTP Requests 2 Megabytes Competitor B Competitive Analysis Our Site 12 Third-Parties 39 HTTP Requests 1.2 Megabytes 35 Third-Parties 78 HTTP Requests 3 Megabytes Competitor A

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Gather Compelling Results wpostats.com/2017/03/03/bbc-load-abandonment.html

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Comparative Data

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Get Results

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Block Third-Party

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No content

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Compare Results

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Use Real User Monitoring (RUM) soasta.com/blog/what-if-analysis-predictive-analytics/

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Compare Results

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Compare Results

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Talk it out!

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“Everything should have a value, because everything has a cost.” —Tim Kadlec

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Slides! Links! https://noti.st/trentwalton https://speakerdeck.com/trentwalton

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People to Follow / Who Helped Andy Davies  Simon Hearne Matt Weinberg Lee Goldberg Harry Roberts Aral Balkan Laura Kalbag Dave Rupert

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Links From Slides https://twitter.com/csswizardry/status/915886339391918083 https://twitter.com/jasonfried/status/1003979608042164230 https://en.wikipedia.org/wiki/General_Data_Protection_Regulation https://en.wikipedia.org/wiki/Privacy_by_design https://www.smashingmagazine.com/2018/02/gdpr-for-web-developers/ https://www.ghostery.com https://calibreapp.com https://speedcurve.com https://www.dareboost.com https://har.tech https://www.charlesproxy.com http://requestmap.webperf.tools/ https://trentwalton.com/tag/Third-Party https://better.fyi/trackers https://trentwalton.com/notes/2018/01/23/third-party-script-prevalence-on-alexa-top-50.html https://wpostats.com/2017/03/03/bbc-load-abandonment.html https://www.webpagetest.org