Facebook wants advertisers to get faster, reports Ad Age.

The Ad Age article, in part, added:

“The social network is going after one of the biggest concerns in mobile advertising by telling brands to build better mobile web experiences that load more quickly. Facebook has repeatedly found that people don’t stick around for pages that take too long to display — 40% click away if a page takes three seconds to load, according to Facebook.

“On Wednesday, to speed up the process, Facebook said it was introducing new technology that “pre-fetches” the contents of an advertiser’s mobile website, meaning it stores its contents in Facebook servers for faster access when a consumer clicks on the ad.

Facebook could even prevent ads from showing to someone if the website it leads to is too slow and not optimized for mobile, said Matthew Idema, Facebook’s director of ad products marketing.

“”The speed with which a mobile website will load is one factor our ad delivery system will use to determine which ads to show which people,” Mr. Idema said.”

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