May 11, 2017

Importance of site performance for publishers

One of the main selling points when instant articles were introduced by Facebook, as well as Google AMP, was that the user experience suffered from bad performance on the publisher side. And yes, companies like Google and Facebook have a different scale and the deep pockets to provide really good performance, while many publishers worry about content and banner formats. They should, but they shouldn't underestimate site performance in a world where everything happens on smartphones with increasingly impatient users. The Washington Post and Vice have invested heavily in this area: