Under The Tree For 2020: Customer Experience
Frequently Asked Questions
What is the “latency tax” mentioned in the article?
The “latency tax” refers to the slowdown caused by ad technology and trackers on the open web. These delays make content load more slowly compared to ads/trackers, reducing user engagement and increasing bounce rates.
Why does latency matter for publishers?
Latency matters because slower load times lower user engagement, reduce audience growth, and ultimately hurt monetization. If publishers don't address latency, they risk losing readers and revenue over time.
Who authored the piece and where was it originally published?
The piece quotes Justin Choi, CEO & founder of Nativo. It was published on DMNews.com and highlighted on Nativo's newsroom; the original DMNews article link is provided in the text.
What should publishers do about latency?
Publishers should audit and minimize third‑party trackers and ad tech that introduce blocking or slowdowns, adopt faster ad rendering techniques, and prioritize user experience to retain audiences and revenue.
DMNews.com | December 23, 2019 - All throughout the year, marketers have been trying to keep up with shoppers. They adopt omnichannel strategies and customer-centric messaging to meet valued buyers at the right time, in the right context. With increased fragmentation and new popular platforms, the job appears to be getting more difficult, instead of easier.
In the spirit of giving, DMN drew on a wide range of digital experts to share what presents will help marketers the most in 2020.
“Latency Tax” Evasion
Justin Choi, CEO & founder, Nativo
Consumers are expecting better online experience and there’s a big problem with latency in digital advertising. There will be a greater spotlight on the “latency tax” that the open web experiences – slow down from trackers and ad tech that hurts user engagement, audience growth, and ultimately, monetization. As we head into 2020, the disparity between content load times and ad load times will increase, resulting in higher bounce rates and loss of revenue for publishers. Publishers will need to address latency issues now or risk losing the ability to retain their audiences over the long term.
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