> I disagree - most publishers I've seen (including large and mid-level) have some of the most bloated HTML with megabytes(!) of javascript and CSS just for ren

> I disagree - most publishers I've seen (including large and mid-level) have some of the most bloated HTML with megabytes(!) of javascript and CSS just for rendering + all the other stuff you mentioned. They are definitely not optimized. http://www.nytimes.com/interactive/2015/10/01/business/cost-of-mobile-ads.html http://www.nytimes.com/interactive/2015/10/01/business/cost-...