TagMan Speeds Web-Page Load Times, Protects Privacy

TagMan has developed a method to speed Web page load times and secure content by moving ad tags and tracking pixels from Web pages to servers. The company, which created a method to compress all tags and tracking pixels in one container, plans to announce the launch this week, TagMan cofounder Jon Baron tells MediaPost.

Servers will support the ad targeting and retargeting platform, rather than the advertiser's Web site pages. Some companies have up to 50 ad tags on a Web page. Even in a "perfect broadband world," tags can slow down the experience, causing people to abandon searches.

Tags can take up to a quarter of a second to load. If a company has between 12 and 20 tags on a Web page, it can take that page several seconds to load. About 10% of people who come to the Web site drop off per every second delay. After 10 seconds, most disappear, according to recent latency results that TagMan published. The study suggests that each additional tag call, which transmits instructions from the page to the ad network, can cause 1% of consumers to abandon the site.