Waiting for pixel.adserver.com…

We should really be asking ourselves whether, as an industry, we’re overburdening our ad delivery infrastructure.

Between ad exchanges, verification, rich media and other services responsible for multiple server calls whenever an ad is delivered, we’re introducing way more potential failure points into the process than was ever really intended.  It makes me wonder how many straws away from a broken back we are.  How many pages have you tried to visit lately where the delivery of the content is held up by waiting for some random adserver pixel to fire?