Usually, it might be no problem not to compress images you are using on your ads, but as soon as you start having a bigger amount of assets (example, car diving into the ad on my last article or if you need your buffer for other stuff, like to embed your own fonts), then it might be a hard bite to keep the banner within the weight boundaries! Everything that exceeds this weight costs more, but is usually not planned in the budget of the media agencies. Indeed, there are other ways to save a few kilobytes, and I always say: it might save lives! I keep hearing from my clients something like “can we do that with only 150 KBs?” – because that’s the magic limit for standard banners on most ad servers, like Doubleclick, Sizmek or Adform. In my last article, I wrote about how you can save a lot of “weight” (in kilobytes) by using “hosted libraries”.
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