{"id":83858,"date":"2022-10-18T16:02:49","date_gmt":"2022-10-18T14:02:49","guid":{"rendered":"https:\/\/rmarketingdigital.com\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/"},"modified":"2021-07-06T09:57:21","modified_gmt":"2021-07-06T07:57:21","slug":"como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate","status":"publish","type":"post","link":"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/","title":{"rendered":"How Google improved ad performance with stale-while-revalidate"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/#Antecedentes\" >Background<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/#El-problema\" >The problem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/#La-respuesta\" >The answer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/#Estudio-de-caso-de-anuncios-graficos-de-Google\" >Google Display Ads Case Study<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/como-google-mejoro-el-rendimiento-de-los-anuncios-con-stale-while-revalidate\/#Implementacion-de-obsolescencia-mientras-revalida-en-su-sitio\" >Implementation of obsolescence while revalidating on your site<\/a><\/li><\/ul><\/nav><\/div>\n<p><\/p>\n<div>\n<header class=\"w-article-header\">\n<p class=\"w-article-header__subhead w-mb--non\">\n<p>          Find out how loading third-party resources faster can increase revenue.<\/p>\n<p>\n          <time>March 5, 2020<\/time><\/p>\n<\/header>\n<p>This case study highlights how improving the performance of third-party resources can boost business metrics. While a previous study measured the cost of aggregate ad latency, this study demonstrates the real-world value of improved performance:<\/p>\n<div class=\"w-stats\">\n<div class=\"w-stat\">\n<p class=\"w-stat__figure\">0,5<sub class=\"w-stat__sub\">%<\/sub><\/p>\n<p class=\"w-stat__desc\">Increased revenue for publishers<\/p>\n<\/p><\/div>\n<div class=\"w-stat\">\n<p class=\"w-stat__figure\">2<sub class=\"w-stat__sub\">%<\/sub><\/p>\n<p class=\"w-stat__desc\">Increased first ad script loads<\/p>\n<\/p><\/div>\n<\/div>\n<p>Source: Google internal data, June to July 2019.<\/p>\n<h2 id=\"background\"><span class=\"ez-toc-section\" id=\"Antecedentes\"><\/span>Background <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>the <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/support.google.com\/admanager\/answer\/181073\">Google Publisher Tag (GPT)<\/a> is the ad tagging script for Google Ad Manager that requests and displays display ads on the web. Implementing a simple <code>stale-while-revalidate<\/code> HTTP Header for GPT, the GPT team was able to improve the speed and performance of Google display ads for their publisher partners. This same technique can be applied to any other scenario where loading scripts as quickly as possible is more important than loading the most up-to-date code.<\/p>\n<h2 id=\"the-problem\"><span class=\"ez-toc-section\" id=\"El-problema\"><\/span>The problem <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>GPT is implemented as a startup script, <code>gpt.js<\/code>, which has a short time to live (TTL) of 15 minutes. This short TTL makes it possible for the script to be quickly updated or rolled back. Once loaded, <code>gpt.js<\/code> requests and loads additional implementation scripts, which have a longer TTL.<\/p>\n<p>After the 15-minute TTL expires, the version of <code>gpt.js<\/code> cache becomes stale and requires revalidation. Previously, this revalidation procedure involved making a synchronous network request to get a fresh copy of the script, which adds latency to the first ad request.<\/p>\n<h2 id=\"the-solution\"><span class=\"ez-toc-section\" id=\"La-respuesta\"><\/span>The answer <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>the <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/tools.ietf.org\/html\/rfc5861#section-3\"><code>stale-while-revalidate<\/code><\/a>  The attribute is used by the <code>Cache-Control<\/code> header and sets an additional window of time during which a cache can use a stale asset while the asset is revalidated asynchronously. This helps developers balance immediacy:<em>loading cached content immediately<\/em>\u2014And freshness\u2014<em>ensure that cached content updates are used in the future<\/em>.<\/p>\n<h2 id=\"google-display-ads-case-study\"><span class=\"ez-toc-section\" id=\"Estudio-de-caso-de-anuncios-graficos-de-Google\"><\/span>Google Display Ads Case Study <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>GPT team added this <code>Cache-Control<\/code> heading in the <code>gpt.js<\/code> HTTP response in 2016, in anticipation of browsers implementing <code>stale-while-revalidate<\/code>:<\/p>\n<p><web-copy-code><\/p>\n<pre class=\"language-text\"><code class=\"language-text\">cache-control: private, max-age = 900, stale-while-revalidate = 3600<\/code><\/pre>\n<p><\/web-copy-code><\/p>\n<p>This setting means that if <code>gpt.js<\/code> is requested between 15 and 60 minutes after the previous cached value, then the cached value will be used to fulfill the request even if it is stale. At the same time, a background revalidation request will be made to fill the cache with a new value for future use.<\/p>\n<p>Chrome released <code>stale-while-revalidate<\/code> in version 75 to 99% of all traffic, leaving 1% of traffic with the function temporarily disabled to measure its impact. The GPT team recorded metrics from this 1% (the experimental group), as well as a sample of the function-enabled 1% traffic (the control group), to test the effectiveness of <code>stale-while-revalidate<\/code> for ad scripts. Over the course of 2 weeks of metrics recorded from a sample size of 5.2 billion Google display ad impressions, the control group observed:<\/p>\n<ul>\n<li>0.3% increase in ad impressions.<\/li>\n<li>0.5% increase in revenue.<\/li>\n<li>2% increase in first ad script loads (<500 ms desde el inicio de la carga de la p\u00e1gina).<\/li>\n<li>1.1% increase in overall successful ad script loads.<\/li>\n<\/ul>\n<figure class=\"w-figure\"><figcaption class=\"w-figcaption\">\n<p>    Source: Google internal data, June to July 2019.<br \/>\n  <\/figcaption><\/figure>\n<p>As shown in the graph above, the results of this experiment can be attributed to an increase in successful ad script loads, with the majority occurring early in the page load process.<\/p>\n<h2 id=\"implementing-stale-while-revalidate-on-your-site\"><span class=\"ez-toc-section\" id=\"Implementacion-de-obsolescencia-mientras-revalida-en-su-sitio\"><\/span>Implementation of obsolescence while revalidating on your site <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The GPT team has seen that making a relatively simple change to HTTP headers with <code>stale-while-revalidate<\/code> can improve speed and increase business metrics. See the Keep things fresh with deprecation while revalidating post for more information on implementation <code>stale-while-revalidate<\/code> on your own site.<\/p>\n<p>Photo by <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unsplash.com\/@kahika\">Kahica<\/a> in <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/unsplash.com\/photos\/XSSibD1bt80\">Unsplash<\/a><\/p>\n<p>    <web-feedback additional-questions=\"\"><\/web-feedback>\n  <\/div>","protected":false},"excerpt":{"rendered":"<p>Find out how loading third-party resources faster can increase revenue. March 5, 2020 This case study highlights how improving resource performance\u2026<\/p>","protected":false},"author":1,"featured_media":83859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1356],"tags":[1434],"class_list":["post-83858","post","type-post","status-publish","format-standard","has-post-thumbnail","category-dev","tag-chrome"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>C\u00f3mo Google mejor\u00f3 el rendimiento de los anuncios con stale-while-revalidate - R Marketing Digital<\/title>\n<meta name=\"description\" content=\"Descubra c\u00f3mo cargar recursos de terceros m\u00e1s r\u00e1pidamente puede incrementar los ingresos. 5 de marzo de 2020 Este estudio de caso destaca c\u00f3mo la mejora\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rmarketingdigital.com\/en\/dev\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo Google mejor\u00f3 el rendimiento de los anuncios con stale-while-revalidate\" \/>\n<meta property=\"og:description\" content=\"Descubra c\u00f3mo cargar recursos de terceros m\u00e1s r\u00e1pidamente puede incrementar los ingresos. 5 de marzo de 2020 Este estudio de caso destaca c\u00f3mo la mejora\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rmarketingdigital.com\/en\/dev\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\/\" \/>\n<meta property=\"og:site_name\" content=\"R Marketing Digital\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-18T14:02:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rmarketingdigital.com\/wp-content\/uploads\/2020\/09\/thumbnail-6881518.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"376\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"R Marketing Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/\"},\"author\":{\"name\":\"R Marketing Digital\",\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/#\\\/schema\\\/person\\\/7c0d9782b2977b840b3740f00c69a73e\"},\"headline\":\"C\u00f3mo Google mejor\u00f3 el rendimiento de los anuncios con stale-while-revalidate\",\"datePublished\":\"2022-10-18T14:02:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/\"},\"wordCount\":577,\"image\":{\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rmarketingdigital.com\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/thumbnail-6881518.jpg\",\"keywords\":[\"Chrome\"],\"articleSection\":[\"Dev\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/\",\"url\":\"https:\\\/\\\/rmarketingdigital.com\\\/de\\\/dev\\\/wie-google-verbesserte-anzeigenleistung-mit-veraltet-wahrend-revalidieren\\\/\",\"name\":\"C\u00f3mo Google mejor\u00f3 el rendimiento de los anuncios con stale-while-revalidate - 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