Mitigating Advertising Impact on Page Performance

Web Performance Ballroom AB
Average rating: ***..
(3.44, 9 ratings)

Ads are painful to deal with, but they pay the bills. Ismail Elshareef will share the lessons he learned on how to lessen the impact of third-party components, including ads, on site’s performance. At Edmunds, they have iterated over multiple solutions until they found an optimal one that works and they’d like to share that with you.

During the talk Ismail will cover:

  • How to control page rendering in a way that minimizes the impact of 3rd party ads on your site’s performance
  • How to minimize load latency caused the negative impact of 3rd Party Ads
  • Guidelines for creating 3rd Party Ads that provide an optimal user experience.
Photo of Ismail Elshareef

Ismail Elshareef

Edmunds, Inc.

Ismail has been a web engineer for over fifteen years working on architecting and developing web applications and solutions for government, entertainment, media and automotive industries. While working at Ticketmaster’s Cottonblend, Ismail was the Chief Architect and Engineer behind the Bunnyfarm CMS project that currently drives and manages sites like The Troubadour, Viejas Entertainment, The Pasadena Civic and As the Director of Front-End Engineering at, he worked with sharp and ambitious engineers on setting and executing a vision for frontend development based in quality, performance and pushing the proverbial technology envelop. Part of Ismail’s job is to evaluate 3rd-party widgets to determine their impact on site performance and functionality as well as leading the Open Platform initiative at

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Picture of Ismail Elshareef
Ismail Elshareef
06/25/2010 1:37am PDT

A big “Thank You” to Steve Souders and Tony Ralph for their graciousness and help. I also want to thank everyone that attended my session. It was great sharing our experience at Edmunds with all of you guys and for getting your feedback from you and the larger community.

I was especially heartened to see that the techniques we used at Edmunds back in late 2008 were being recommended by the Google, Shopzilla and Meebo engineers this year.

See you all next year and please rate my session and write a comment if you could :-)


Picture of Steve Souders
Steve Souders
06/07/2010 8:26am PDT

Is it possible? Ads on my site that don’t destroy performance? Ismail has a lot of experience dealing with ads on His lessons learned will benefit anyone who serves ads on their site.

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