Glossary · Technical delivery
Polite load
A “polite” load: the banner loads the minimum first and the rest after the page has finished loading.
In detail
With polite load, the ad first delivers a lightweight file, usually a static image or a reduced version, and downloads the heavy content only once the page has finished loading. This way the ad doesn’t slow down the content the person came to see.
Each platform defines how much the initial load can weigh and how much the total can. Ask before producing, because it changes how the files are organized.
Example
Initial load: a 20 KB image. After the page loads: animation and video.