What is the significance of "100 milliseconds" in advertising?

The significance of "100 milliseconds" in the context of advertising relates to the quick response time necessary for delivering ads effectively. When a user interacts with digital content online, the expectation is that ads should load almost instantaneously to meet this need. The time it takes for a publisher to serve an ad after a click or other interactions needs to be minimal, ideally around 100 milliseconds, to enhance user experience and maintain engagement. This swift delivery contributes to a more seamless online experience, impacting the likelihood of ad recall and consumer action.

This metric is crucial because longer loading times can lead to user frustration, potential abandonment, and reduced effectiveness of advertising campaigns. Understanding this concept helps marketers and advertisers prioritize fast-loading ads, contributing to better performance metrics for their campaigns.