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The digital marketing glossary > P > What is Polite loading definition?

What is Polite loading definition ?

Polite loading refers to an ad serving process by which a lighter file (called initial file) is initially loaded while the content page is loaded. Additional Flash content (called subsequent polite file) is then loaded and displayed after the host page has finished loading. For rich media ads, user initiated file load and additionnal file may be also encountered.

Polite downloading is generally used for Flash ad files exceeding 40 ko. An ad delivered through polite loading is called polite banner.

Polite loading is so called because the goal is to preserve visitor experience on websites.

Image source DoubleClick

File sizes of initial and subsequent Flash files are specified in IAB guidelines and publishers ad specs. They differ according to ad fomats.

Published on Monday 29 October 2012 (Authors)