Google AdMob has launched a new ad load latency metric in its Ads Activity Report. This metric tracks the total time, in seconds, that it takes for an ad to load — starting from when an ad request is made until a response is received.

Types of Ad Load Latency

• Ad source latency – Measures the duration it takes for an ad request to receive a reply from a particular ad source or instance.
  

• Mediation group latency – Captures the time an ad request spends moving through the mediation waterfall. This figure is visible only when the mediation group dimension is applied in reporting.

How Ad Load Latency is Measured

The calculation includes the time required for either third-party SDKs or the Google Mobile Ads (GMA) SDK to load and render the ad. However, it does not include:

• The time taken for AdMob’s bidding process.
  

• The gap between when the ad is rendered and when it is displayed.
  

• Timeouts beyond 60 seconds which generally happen if the app goes into the background before the ad is served.
  

Using Dimensions in Reports

• When the ad source or ad source instance dimension is applied, the report will display the time taken for that specific source to respond.
  

• When only the mediation group dimension is selected, it will show the total time spent in the mediation waterfall process.