Doubleclick problems:
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The Internet Advertising Discussion List
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From: "Robert J. Woodhead (AnimEigo)" <trebor@animeigo.com>
Subject: Re: I-ADVERTISING Digest - 13 Sep 1998 to 15 Sep 1998 (#1998-112)
>A few months ago I observed that my search keyword banner ads AltaVista,
>served by DoubleClick,
>were loading at almost half the speed of our banner ads on Yahoo (served
>directly by Yahoo.)
>The search results seem to load before the banners, as Mr. Lamb suggested
>(below.) The
>technicians that I spoke with at DoubleClick blamed it on my ISP not
>caching pages but I had the
>same experience with my 33.4 K connection to Mindspring at home as I did
>on my 128 /256K ISDN
>connection at work to another ISP.
The "technicians" at DoubleClick are doubletalking you. There are only
three reasons why DoubleClick banners could be loading slower.
1) DoubleClick's servers are overloaded and can't pump out the banners into
the net fast enough (extremely unlikely, given the speed of today's
processors), or
2) DoubleClick's connection to the net does not have sufficient bandwidth
to handle all requests at peak times, so congestion occurs, or
3) Some net element that is typically in the path between you and
DoubleClick but is not in the typical path between you and Yahoo is
clogged. Unlikely. The most likely choke-points (your ISP and his
downstream providers) are almost certainly in the path for both Yahoo and
DoubleClick.
The overwhelming candidate is #2. The mathematics of congestion are such
that a small increase in traffic over a critical value can cause
disproportionate increases in transmission time and latency. It is
analagous to adding 1 car to a crowded but moving freeway and causing a
traffic jam.
The argument that this is a DNS resolution problem and can be improved by
better DNS servers is unlikely. DNS is a distributed system that caches IP
addresses at several levels. Most requests for common domains like
doubleclick get answered by your ISP's DNS server. And once you know it,
it's cached on your machine. A faster "root" DNS server at DoubleClick
will not appreciably change DNS resolution speed because (1) before it gets
checked, several other DNS servers will have been checked and (2) given
that DNS is relatively simple computationally and does not require a lot of
bandwidth, most of the time in a DNS query is the net transmission time,
not the speed of the remote server.
Best
R
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