As TechCrunch puts it,
The idea behind the IAB’s Guidelines, which had not been updated since 2008, is to balance the needs of advertisers and publishers with the need for “positive consumer experiences,” explains the organization
That’s a convoluted way to say that the industry finally reached a consensus that bloated ads harm the ecosystem.
As much as 14% of the online audience now use ad blockers to solve this problem on their own. This trend is shifting the balance of power from the buying side to the selling side, as publishers step in to protect the remains of their ad-sponsored audience.
Manual CPU measurement is not easy and Adobe announced on the same day that they are releasing a tool focused on this task. We hereby welcome Adobe in our nascent industry ;-)
The new IAB Guideline is great news as it will force creative designers to be more respectful of performance considerations and to stop blaming Flash evilness. The rise of ad blockers gives you a sense of the damage that has already been done.
ClarityAd monitors third-party tags and warns you when creatives exceed your maximum CPU usage spec. Get started!