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Display Ad Compression with Brotli

The Web as you know it would not exist if publishers weren't able to monetize their offerings through advertising.
 
The problem, of course, is that advertising can really slow down a website. With so much at stake, industry innovators are taking big steps to alleviate the issue.

Google, for example, indicated that it has started compressing some display ads in an effort to improve page load times and increase battery life efficiency.
 
Thanks to the company's Brotli compression algorithm, which it introduced two years ago, Google indicated that the change could offer data savings of at least 15 percent compared to gzip compression and a overall data savings of over 40 percent in some instances.
 
Google will not be using the compression method on all display ads but will whenever it is possible. Right now it appears that Brotli is only being used in the Chrome, Edge, and Firefox browsers (Apple’s Safari on iOS and macOS have yet to adopt the compression algorithm)
 
In addition to compressing display ads, Brotli is also expected to be used to improve the speed of Accelerated Mobile Pages that load from search results.
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