Network requests of ads: 15 max according to the IAB

Written by Roy
Feb 26, 2021 • 3 min read

As a publisher, you want to be sure ads on your web page load fast and secure. Although the ad tag usually consists of only a small piece of code, it may load many assets from multiple servers. Think about shared libraries, pixels and ad validation codes.

How are you going to measure all of that?

Forget 3rd parties. It's all about 4th parties.

Back in time, a publisher used to run ads through their ad server, and that was it. Today's ads are commonly trafficked through multiple 4th parties. Ad networks, DSPs, SSPs, ad validation vendors, etc. Each of them add their own functions and algorithms, leading to code bloat before you know it. The Interactive Advertising Bureau (IAB) recommends ads to make no more than 15 HTTP requests. You can find this information here on page 2.

Chrome just does't like Heavy Ads

Since a few years, Chrome may automatically unload ads that use too many device resources, like CPU and memory. This intervention is part of Google's war against ad blockers by improving the user experience in Chrome.


If an ad gets blocked, even if the user doesn't have an ad blocker installed, it's a missed opportunity for all parties involved.

So what's the solution?

Ad Validation Tool for HTML5 Ads

You can use this HTML5 ad validation tool to scan a creative and see if your ad complies with your specifications. It measures a couple of things that Ad Ops check manually when validating ads before they go live.

HTML5 Ad Validation Test Tool (

Automated Creative QA via an API

If scanning each creative takes too much time, why not automate the whole QA process? Ask the development team within your company to integrate the APIs of in your platform. Each time you receive a new creative, you'll see within seconds if it passed all QA tests, right from your own portal.

Imagine the amount of time you would save on a yearly basis.


IAB Advertising Guidelines

The Interactive Advertising Bureau has guidelines regarding the performance of HTML5 ads created with Google Web Designer or any other rich media builder. You can find them in this PDF.


Creative quality assurance is an important process to validate ads before they go live. As a publisher, you want to be sure ads are loading fast, secure and without flaws. Automated ad validation tools can help Ad Ops to save valuable time and make the QA process less boring.

External Resources