Glossary/Programmatic/Lazy loading ads
What is lazy loading for ads and how does it affect revenue?
How lazy loading works for ads, what it does to speed, viewability and revenue, and how to tune it.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readLazy loading ads means loading an ad only when its slot is about to scroll into view, instead of loading every ad when the page opens.
Effects
| Area | Effect |
|---|---|
| Page speed | Faster first load |
| Viewability | Higher, since fewer unseen ads are counted |
| Impressions | Fewer, as ads never reached are not loaded |
| Prices | Often higher per impression |
How to tune it
Set the distance
Load a little before the slot is visible.
Allow for bidding
Leave time for header bidding to finish.
Test
Compare revenue per page, not just impressions.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Quality over quantity
Lazy loading trades unseen impressions for visible ones. Buyers pay for attention, so fewer, better impressions often earn more.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
It can lower impressions but usually raises viewability and price.
Faster pages help user experience signals.
Usually not, as it is in view from the start.
Yes, it has built-in lazy loading settings.
Related terms
Whether an ad had a real chance to be seen.
How many ads a page or app shows.
Lets many buyers bid at once before the ad server decides.
A space on a page where an ad can appear.
The share of readers who block ads.
Samhub audiences let you set higher floors and win more data deals, in every channel you sell.
- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
