SOURCE: Inc. Online Advertising

February 10, 2010 14:05 ET Speeding Up the Internet

The First Ad Network Offering Asynchronous, Non-Blocking JavaScript Ad Code

BOSTON, MA--(Marketwire - February 10, 2010) -, a company that helps online advertisers and website publishers buy and sell ads better, announced today that it has released asynchronous, non-blocking ad code.

In geek-speak, asynchronous is a heavenly term. Nearly all advertisements on a website are served using JavaScript from a third party ad network provider. When any browser downloads the ad code that displays the ads, it blocks everything else on the page from rendering. And, while this process may take less than a second of the user's time, it is noticeable and it is a big problem.

Remember the day Michael Jackson passed away? Several news websites were crushed by the traffic and crashed. It wasn't because the news websites could not handle the traffic; it was the ad networks blocking ad code that slowed things down.

If the major ad networks like Google AdSense, Yahoo! Network, AOL Advertising, and also the popular ad serving products such as Google AdManager and OpenX converted their ad code to be non-blocking, the internet as a whole would become an order of magnitude faster.

"This update is so important not just because our websites will load faster, but because it sets a new industry standard. I hope to see all the other big players jumping on the asynchronous bandwagon soon," explains Walter Apai, owner of WebdesignerDepot, a consistently "sold out" publisher.

Effective today, the new asynchronous, non-blocking JavaScript ad code will be the default option when publishers install their ad code. Legacy versions of the ad code will still be supported, but the company is committed to aggressively working to convert 100% of its thousands of websites to the new ad code.

"Let's face it, ad networks slow down the internet. Since online advertising is part of our livelihood it is important for us to do what we can to make online advertising less evil," says Todd Garland, Founder and CEO of "I genuinely hope that the larger ad networks will step up to the plate and follow our lead on this. A faster internet is a happier internet."

About empowers online advertisers and website publishers with simple, yet powerful "self-service" solutions to the complex problems inherent in buying and selling small batch online advertising on the web. Based in Boston, MA, can be found at

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