WebPerf Cloudflare Firebolt - speed up Ad networks

eva2000 · Feb 1, 2017

Cloudflare's latest offering is Firebolt to speed up Ad networks to deliver faster loading ads to visitors Firebolt: the fastest, safest ads on the web

With Firebolt, ad networks can instantly speed up and secure their ads, resulting in happy consumers and better conversion rates.

Firebolt delivers:

Lightning fast ad delivery

Cloudflare's global network of 102 data centers in 50 countries, combined with routing and performance technologies, makes the delivery of online ads to any device up to five times faster.

Free, simple SSL

Adding SSL to ad serving has been challenging for some ad networks. Cloudflare has years of experience providing free, one click SSL for our customers. Firebolt ads are automatically available over SSL with no complex process of getting and maintaining SSL certificates.

Firebolt includes AMP for Ads

Firebolt enables any independent ad network to leverage the new AMP ad format easily. This makes it possible for ads to appear in AMP content served by Google and an increasing number of sites. Firebolt is the only independent way to serve the newly announced AMP for Ads outside of Google’s advertising network.

Cryptographically signed ads

All ad content delivered by Firebolt for AMP for Ads is cryptographically signed to ensure that it meets the required format and security standards. Signed ads reduce the risk of malware and increase confidence in ads for consumers.

The most advanced browser security

Firebolt ads take advantage of web browser security features including CORS, X-Content-Type-Options and Strict-Transport-Security to ensure the integrity of ads delivered to browsers.
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More news Google Partners With Security Firm Cloudflare to Deliver Instant Ads

Ad blockers received a good portion of their momentum from consumers' bad ad experience online, including malvertising and slow-loading ads. Now Google is promoting a new tool that it says will serve ads safely and near instantaneously.

Cloudflare, a digital security company in which Google has a stake, has introduced a tool called Firebolt that can deliver ads as quickly as Google's Accelerated Mobile Pages initiative, Google VP of News Richard Gingras said at the Interactive Advertising Bureau's annual Leadership Summit on Monday.

Firebolt will be integrated under the AMP for Ads initiative, in which ads must be verified by an authorized service before they are served to a page. Cloudflare's technology has sped up the time it takes to make sure ads are secure, allowing them to load three times faster, the company said.

Firebolt is already being used by native advertising platform TripleLift to serve AMP ads on Time Inc. properties, and has cut ad loading times to 700 milliseconds from 2.2 seconds, according to Matthew Prince, CEO at Cloudflare.
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deltahf · Feb 7, 2017

Good. Ad networks need all the help they can get in the speed department...

eva2000 · Jul 4, 2017

Yeah but not much news on Firebolt as yet. Maybe later What's up with Cloudflare Firebolt?

Good question. We've continued to flush out the functionality and we have several ad partners using it today. Still working with a number of other advertisers to determine if it will meet their needs in POC/ evaluations of the technology. A couple of new features for publishers are currently in the works for release next quarter I believe.

Not sure when our next scheduled blog post on usage/performance is scheduled, but I believe there is one in the pipeline somewhere.
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