Web pages are bloated and slow due to an over-reliance on advertising, says Ben Thompson, founder of Stratechery. Advertisers’ demands for data-driven insights and the subsequent embedding of tracking codes have led to complex web pages that take longer to load. This issue is exacerbated on mobile devices, where loading times can be even slower. The rise of ad-blockers is a direct response to this problem, but their use further complicates the issue by reducing ad revenue for publishers.

Thompson suggests that the solution lies in the adoption of ad formats that respect the user experience. He cites the example of Facebook, which has integrated ads into its News Feed in a way that doesn’t disrupt the user experience. He also points to Apple’s News app, which offers a clean reading experience with unobtrusive ads.

Thompson also notes that the shift to mobile has changed how people access content. In the past, users would type in a URL or use a search engine. Now, they’re more likely to discover content through social media or apps. This shift has implications for the future of web design and advertising. To survive, publishers must adapt to these changes and find ways to deliver content that is fast, clean, and user-friendly.

Go to source article: https://stratechery.com/2015/why-web-pages-suck/