Training: June 20–21, 2016
Tutorials: June 21, 2016
Keynotes & Sessions: June 22–23, 2016
Santa Clara, CA

Policing ads and 3PC at scale on media sites

Billy Hoffman (Rigor)
11:20am–12:00pm Thursday, 06/23/2016
Performance for the people
Location: Ballroom CD Level: Intermediate
Average rating: *****
(5.00, 1 rating)

Prerequisite knowledge

Attendees should have a basic knowledge of basic FEO techniques, HTML, and HTTP.


Ads are a huge challenge for media sites. Due to the complexities of ad sales and ad networks, often the site owners and content creators have no idea what 3PC will appear on their site and what its effect will be. Compounding the problem are the numerous analytics packages, A/B testing frameworks, and social widgets required by the business. All this poorly performing 3PC undermines even the most sophisticated and diligent performance strategy and creates a slow site, which, ironically, hurts ads even more.

As head of product for a performance monitoring company, Billy Hoffman spent over eight months working with the ad tech team at Hearst Corporation, one of the largest media companies in the world. Together they developed a set of compliance guidelines for ads and 3PC, which included everything from basic latency and size SLAs, performance budgets, and allowed rendering characteristics to compliance with the IAB standards for image and video advertising—and even things that hurt the UX such as ads serving malware or using JS hacks to pop open an app store.

Billy walks attendees through these guidelines and discusses their impact on performance. He’ll also release open source tools that allow anyone to audit sites for compliance with these guidelines, explain how he used these tools at scale at Hearst to trace the source of bad actors, and outline some of the extreme examples of ad issues, including an 8 MB PNG image and malware on ad exchanges.

Photo of Billy Hoffman

Billy Hoffman


Billy Hoffman is the CTO at Rigor, where he focuses on delivering best-in-class performance software. From hacking into sites as a penetration tester to optimizing performance for the Fortune 500, Billy has over a decade of deep technical experience into the inner workings of complex web applications. Billy was the lead researcher at the web security software company SPI Dynamics, where he developed and automated new techniques to exploit web vulnerabilities and spoke extensively at conferences such as Black Hat and RSA about his findings. Following SPI’s acquisition by Hewlett-Packard, Billy managed HP’s web security research group. Billy founded the web performance company Zoompf, where he developed the industry’s first site-wide performance analysis product that tells you the root cause of your performance issues. He has spoken at industry conferences such as Velocity and was a contributing author for O’Reilly’s Web Performance Daybook. Billy holds a BS in computer science from the Georgia Institute of Technology. Outside of work, Billy enjoys refinishing rooms in his house and spending time with his wife, Jill, and their three children.