Latency is a measure of time for something to start and finish. In advertising we primarily measure page latency, ad load latency and render latency. Improving latency ensures a quality user experience and ensures that ads are delivered quickly enough to be viewable and interacted with. PubWise employs various techniques like Lazy Loading and more to ensure that latency stays low. In addition, our Patented Smart Path Optimization Technology provides thousands of optimizations across the ad stack without introducing additional latency.