Drowning in JavaScript

2013-12-01 4 min read

    I recently installed Ghostery and am amazed by the number of JavaScript libraries being loaded on the sites I visit. Almost every site I visit has at least one analytics library, a few advertising libraries, and some social network sharing libraries.

    To be a bit more quantitative, I pulled the libraries used by 20 of top sites to see if anything stood out. The biggest surprise was how differently the various types of sites used these libraries. Every single publisher used DoubleClick and yet only a quarter of them used Google Analytics while 80% of the social networks I looked at used Google Analytics and only 40% used DoubleClick. The other interesting piece was how many more libraries an average publisher uses compared to a social network or ecommerce site. Five of the 13 publishers I looked at included at least 20 JavaScript libraries while the most libraries included by a social network was 4, which was Pinterest. The bulk of these additional libraries tend to be advertising specific so it’s not that surprising that publishers have more of them but the difference in volume was shocking. I’ve included the data at the bottom of this post in case someone wants to take a stab at it but something on my todo list is to automate the process of gathering this info rather than relying on Ghostery and copy and paste. Once I get get it done I’ll follow up with another post analyzing the larger set of data.

    Even if these libraries get cached in the browser it’s still quite a lot of JavaScript that’s executed every time a site is loaded. It’s insane that Forbes is loading 39 libraries every time a page is seen. I suspect most people use AdBlock not because of ads but because of the degraded performance of a site having to load these libraries and the associated images. I’m aware that publishers are in trouble but I don’t think adding more and more libraries to eke out additional revenue is a sustainable model.

    # of Libraries by Site

    SiteSite Type# of Libraries
    ForbesPublisher39
    BBCPublisher33
    The GuardianPublisher25
    Washington PostPublisher24
    DailyKosPublisher23
    NY TimesPublisher19
    USA TodayPublisher18
    Huff PoPublisher17
    ABCPublisher15
    Fox NewsPublisher15
    AmazonE Commerce12
    CNNPublisher10
    ESPNPublisher9
    EbayE Commerce8
    YahooPublisher6
    PinterestSocial Network4
    FacebookSocial Network3
    TumblrSocial Network3
    RedditSocial Network2
    TwitterSocial Network1

    # of Sites by Library

    Library# of Sites
    DoubleClick17
    ScoreCard Research Beacon14
    Google Adsense10
    ChartBeat8
    NetRatings SiteCensus8
    Facebook Connect8
    Quantcast8
    Google Analytics7
    Datalogix7
    Right Media7
    Omniture (Adobe Analytics)6
    AppNexus6
    Moat6
    Audience Science6
    Evidon Notice5
    MediaMath5
    TrackingSoft5
    Adobe Test & Target4
    Visual Revenue4
    Aggregate Knowledge4
    Acxiom4
    Google AdWords Conversion3
    AdRoll3
    Criteo3
    DoubleClick Spotlight3
    Facebook Social Plugins3
    Twitter Button3
    Outbrain3
    Quigo AdSonar3
    Atlas3
    Rubicon3
    Advertising.com3
    Krux Digital3
    BrightRoll3
    eXelate3
    BuzzFeed2
    Optimizely2
    Typekit by Adobe2
    AdXpose2
    Casale Media2
    Media Optimizer (Adobe)2
    VoiceFive2
    AdMeld2
    Amazon Associates2
    Facebook Exchange (FBX)2
    OpenX2
    PubMatic2
    TRUSTe Notice2
    Facebook Social Graph2
    MediaMind2
    [x+1]2
    BlueKai2
    Brilig2
    Media Innovation Group2
    Neustar AdAdvisor2
    SpotXchange2
    24/7 Media Ad Network2
    Dynamic Logic1
    Gravity Insights1
    Crazy Egg1
    DoubleClick Floodlight1
    FreeWheel1
    Gigya Socialize1
    MixPanel1
    Specific Media1
    Twitter Badge1
    ValueClick Mediaplex1
    Janrain1
    Parse.ly1
    Yahoo Analytics1
    Burst Media1
    PulsePoint1
    eBay Stats1
    Genome1
    ADTECH1
    Google +11
    DoubleClick DART1
    Adzerk1
    Effective Measure1
    Mindset Media1
    Rocket Fuel1
    Brightcove1
    New York Times1
    WebTrends1
    ForeSee1
    Google AJAX Search API1
    Integral Ad Science1
    Media6Degrees1
    Adap.tv1
    AddThis1
    AMP Platform1
    DoubleClick Bid Manager1
    i-Behavior1
    Intent Media1
    Lotame1
    Martini Media1
    Media.net1
    Tacoda1
    Tapad1
    TidalTV1
    TradeDesk1
    Turn1
    Undertone1
    SimpleReach1
    Tealium1
    Bizo1
    New Relic1
    Trove1

    Avg # of Libraries by Site Type

    Site Type# of SitesAvg # Libraries
    Publisher1319.46
    Social Network52.60
    E Commerce210.00

    Raw Data

    SiteLibrarySite Type
    ESPNAdobe Test & TargetPublisher
    ESPNChartBeatPublisher
    ESPNDoubleClickPublisher
    ESPNDynamic LogicPublisher
    ESPNEvidon NoticePublisher
    ESPNGoogle AdsensePublisher
    ESPNGravity InsightsPublisher
    ESPNNetRatings SiteCensusPublisher
    ESPNScoreCard Research BeaconPublisher
    ABCBuzzFeedPublisher
    ABCChartBeatPublisher
    ABCCrazy EggPublisher
    ABCDoubleClickPublisher
    ABCDoubleClick FloodlightPublisher
    ABCFacebook ConnectPublisher
    ABCFreeWheelPublisher
    ABCGigya SocializePublisher
    ABCGoogle AdWords ConversionPublisher
    ABCNetRatings SiteCensusPublisher
    ABCOmniture (Adobe Analytics)Publisher
    ABCOptimizelyPublisher
    ABCQuantcastPublisher
    ABCScoreCard Research BeaconPublisher
    ABCTypekit by AdobePublisher
    DailyKosAdRollPublisher
    DailyKosAdXposePublisher
    DailyKosAppNexusPublisher
    DailyKosCasale MediaPublisher
    DailyKosChartBeatPublisher
    DailyKosCriteoPublisher
    DailyKosDoubleClickPublisher
    DailyKosDoubleClick SpotlightPublisher
    DailyKosEvidon NoticePublisher
    DailyKosFacebook ConnectPublisher
    DailyKosFacebook Social PluginsPublisher
    DailyKosGoogle AdsensePublisher
    DailyKosGoogle AdWords ConversionPublisher
    DailyKosGoogle AnalyticsPublisher
    DailyKosMediaMathPublisher
    DailyKosMixPanelPublisher
    DailyKosQuantcastPublisher
    DailyKosScoreCard Research BeaconPublisher
    DailyKosSpecific MediaPublisher
    DailyKosTrackingSoftPublisher
    DailyKosTwitter BadgePublisher
    DailyKosTwitter ButtonPublisher
    DailyKosValueClick MediaplexPublisher
    Fox NewsAdobe Test & TargetPublisher
    Fox NewsAdRollPublisher
    Fox NewsDoubleClickPublisher
    Fox NewsEvidon NoticePublisher
    Fox NewsGoogle AdsensePublisher
    Fox NewsJanrainPublisher
    Fox NewsMedia Optimizer (Adobe)Publisher
    Fox NewsMoatPublisher
    Fox NewsNetRatings SiteCensusPublisher
    Fox NewsOutbrainPublisher
    Fox NewsParse.lyPublisher
    Fox NewsQuigo AdSonarPublisher
    Fox NewsScoreCard Research BeaconPublisher
    Fox NewsTrackingSoftPublisher
    Fox NewsVisual RevenuePublisher
    FacebookAggregate KnowledgeSocial Network
    FacebookAtlasSocial Network
    FacebookDoubleClickSocial Network
    TwitterGoogle AnalyticsSocial Network
    YahooDatalogixPublisher
    YahooDoubleClickPublisher
    YahooRight MediaPublisher
    YahooScoreCard Research BeaconPublisher
    YahooVoiceFivePublisher
    YahooYahoo AnalyticsPublisher
    AmazonAdMeldE Commerce
    AmazonAmazon AssociatesE Commerce
    AmazonAppNexusE Commerce
    AmazonBurst MediaE Commerce
    AmazonDoubleClickE Commerce
    AmazonFacebook Exchange (FBX)E Commerce
    AmazonGoogle AdsenseE Commerce
    AmazonOpenXE Commerce
    AmazonPubMaticE Commerce
    AmazonPulsePointE Commerce
    AmazonRight MediaE Commerce
    AmazonRubiconE Commerce
    EbayAggregate KnowledgeE Commerce
    EbayDatalogixE Commerce
    EbayDoubleClickE Commerce
    EbayeBay StatsE Commerce
    EbayGenomeE Commerce
    EbayMediaMathE Commerce
    EbayRight MediaE Commerce
    EbayTRUSTe NoticeE Commerce
    TumblrGoogle AnalyticsSocial Network
    TumblrQuantcastSocial Network
    TumblrScoreCard Research BeaconSocial Network
    PinterestDoubleClickSocial Network
    PinterestFacebook ConnectSocial Network
    PinterestFacebook Social GraphSocial Network
    PinterestGoogle AnalyticsSocial Network
    Huff PoAdobe Test & TargetPublisher
    Huff PoADTECHPublisher
    Huff PoAdvertising.comPublisher
    Huff PoDoubleClickPublisher
    Huff PoFacebook ConnectPublisher
    Huff PoFacebook Social PluginsPublisher
    Huff PoGoogle +1Publisher
    Huff PoGoogle AnalyticsPublisher
    Huff PoMediaMindPublisher
    Huff PoMoatPublisher
    Huff PoNetRatings SiteCensusPublisher
    Huff PoOmniture (Adobe Analytics)Publisher
    Huff PoQuantcastPublisher
    Huff PoQuigo AdSonarPublisher
    Huff PoScoreCard Research BeaconPublisher
    Huff PoTrackingSoftPublisher
    Huff PoTwitter ButtonPublisher
    CNNChartBeatPublisher
    CNNDoubleClickPublisher
    CNNDoubleClick DARTPublisher
    CNNFacebook ConnectPublisher
    CNNFacebook Social PluginsPublisher
    CNNKrux DigitalPublisher
    CNNNetRatings SiteCensusPublisher
    CNNScoreCard Research BeaconPublisher
    CNNTwitter ButtonPublisher
    CNNVisual RevenuePublisher
    RedditAdzerkSocial Network
    RedditGoogle AnalyticsSocial Network
    BBC[x+1]Publisher
    BBCAcxiomPublisher
    BBCAdMeldPublisher
    BBCAdvertising.comPublisher
    BBCAdXposePublisher
    BBCAggregate KnowledgePublisher
    BBCAppNexusPublisher
    BBCAtlasPublisher
    BBCAudience SciencePublisher
    BBCBlueKaiPublisher
    BBCBrightRollPublisher
    BBCBriligPublisher
    BBCCasale MediaPublisher
    BBCDatalogixPublisher
    BBCDoubleClickPublisher
    BBCDoubleClick SpotlightPublisher
    BBCEffective MeasurePublisher
    BBCFacebook Exchange (FBX)Publisher
    BBCGoogle AdsensePublisher
    BBCMedia Innovation GroupPublisher
    BBCMediaMathPublisher
    BBCMindset MediaPublisher
    BBCNetRatings SiteCensusPublisher
    BBCNeustar AdAdvisorPublisher
    BBCOmniture (Adobe Analytics)Publisher
    BBCOpenXPublisher
    BBCPubMaticPublisher
    BBCRight MediaPublisher
    BBCRocket FuelPublisher
    BBCRubiconPublisher
    BBCScoreCard Research BeaconPublisher
    BBCSpotXchangePublisher
    BBCTrackingSoftPublisher
    NY TimesAcxiomPublisher
    NY TimesAppNexusPublisher
    NY TimesAtlasPublisher
    NY TimesAudience SciencePublisher
    NY TimesBrightcovePublisher
    NY TimesChartBeatPublisher
    NY TimesDatalogixPublisher
    NY TimesDoubleClickPublisher
    NY TimeseXelatePublisher
    NY TimesFacebook ConnectPublisher
    NY TimesGoogle AdsensePublisher
    NY TimesKrux DigitalPublisher
    NY TimesMoatPublisher
    NY TimesNetRatings SiteCensusPublisher
    NY TimesNew York TimesPublisher
    NY TimesScoreCard Research BeaconPublisher
    NY TimesTypekit by AdobePublisher
    NY TimesVoiceFivePublisher
    NY TimesWebTrendsPublisher
    The Guardian24/7 Media Ad NetworkPublisher
    The GuardianAppNexusPublisher
    The GuardianAudience SciencePublisher
    The GuardianBrightRollPublisher
    The GuardianChartBeatPublisher
    The GuardianCriteoPublisher
    The GuardianDoubleClickPublisher
    The GuardianEvidon NoticePublisher
    The GuardianFacebook ConnectPublisher
    The GuardianFacebook Social GraphPublisher
    The GuardianForeSeePublisher
    The GuardianGoogle AdsensePublisher
    The GuardianGoogle AdWords ConversionPublisher
    The GuardianGoogle AJAX Search APIPublisher
    The GuardianIntegral Ad SciencePublisher
    The GuardianMedia6DegreesPublisher
    The GuardianMediaMathPublisher
    The GuardianNetRatings SiteCensusPublisher
    The GuardianOmniture (Adobe Analytics)Publisher
    The GuardianOptimizelyPublisher
    The GuardianOutbrainPublisher
    The GuardianQuantcastPublisher
    The GuardianRight MediaPublisher
    The GuardianRubiconPublisher
    The GuardianScoreCard Research BeaconPublisher
    Forbes24/7 Media Ad NetworkPublisher
    Forbes[x+1]Publisher
    ForbesAcxiomPublisher
    ForbesAdap.tvPublisher
    ForbesAddThisPublisher
    ForbesAdvertising.comPublisher
    ForbesAggregate KnowledgePublisher
    ForbesAMP PlatformPublisher
    ForbesAppNexusPublisher
    ForbesAudience SciencePublisher
    ForbesBlueKaiPublisher
    ForbesBrightRollPublisher
    ForbesBriligPublisher
    ForbesDatalogixPublisher
    ForbesDoubleClickPublisher
    ForbesDoubleClick Bid ManagerPublisher
    ForbesDoubleClick SpotlightPublisher
    ForbeseXelatePublisher
    ForbesGoogle AdsensePublisher
    ForbesGoogle AnalyticsPublisher
    Forbesi-BehaviorPublisher
    ForbesIntent MediaPublisher
    ForbesLotamePublisher
    ForbesMartini MediaPublisher
    ForbesMedia Innovation GroupPublisher
    ForbesMedia.netPublisher
    ForbesMoatPublisher
    ForbesOmniture (Adobe Analytics)Publisher
    ForbesQuantcastPublisher
    ForbesRight MediaPublisher
    ForbesScoreCard Research BeaconPublisher
    ForbesTacodaPublisher
    ForbesTapadPublisher
    ForbesTidalTVPublisher
    ForbesTradeDeskPublisher
    ForbesTRUSTe NoticePublisher
    ForbesTurnPublisher
    ForbesUndertonePublisher
    ForbesVisual RevenuePublisher
    USA TodayAdRollPublisher
    USA TodayAudience SciencePublisher
    USA TodayBuzzFeedPublisher
    USA TodayChartBeatPublisher
    USA TodayDatalogixPublisher
    USA TodayDoubleClickPublisher
    USA TodayEvidon NoticePublisher
    USA TodayFacebook ConnectPublisher
    USA TodayGoogle AdsensePublisher
    USA TodayMedia Optimizer (Adobe)Publisher
    USA TodayMoatPublisher
    USA TodayQuantcastPublisher
    USA TodayRight MediaPublisher
    USA TodayScoreCard Research BeaconPublisher
    USA TodaySimpleReachPublisher
    USA TodayTealiumPublisher
    USA TodayTrackingSoftPublisher
    USA TodayVisual RevenuePublisher
    Washington PostAcxiomPublisher
    Washington PostAdobe Test & TargetPublisher
    Washington PostAmazon AssociatesPublisher
    Washington PostAudience SciencePublisher
    Washington PostBizoPublisher
    Washington PostChartBeatPublisher
    Washington PostCriteoPublisher
    Washington PostDatalogixPublisher
    Washington PostDoubleClickPublisher
    Washington PosteXelatePublisher
    Washington PostGoogle AdsensePublisher
    Washington PostKrux DigitalPublisher
    Washington PostMediaMathPublisher
    Washington PostMediaMindPublisher
    Washington PostMoatPublisher
    Washington PostNeustar AdAdvisorPublisher
    Washington PostNew RelicPublisher
    Washington PostOmniture (Adobe Analytics)Publisher
    Washington PostOutbrainPublisher
    Washington PostQuantcastPublisher
    Washington PostQuigo AdSonarPublisher
    Washington PostScoreCard Research BeaconPublisher
    Washington PostSpotXchangePublisher
    Washington PostTrovePublisher

    You can also grab the entire set of data here.