![from left: Gloria Eichler, CPO at smartclip, Christian Osterhues, VP of People & Culture, and Shira Leffel, VP of Marketing & Product Education at smartclip](https://smartclip.wpenginepowered.com/wp-content/uploads/2024/06/preview-leadership-thumbnail-smartclip-new-1.jpg)
7 June 2024
Last modified: 15 March, 2022
Latency is the time it takes for a unit of data to travel across a network connection following an instruction for its transfer – for example, the time it takes for a video ad to appear in a browser. In digital advertising, publishers will be looking to reduce latency – slow delivery could result in lost impressions and lost revenue.
Latency is impacted by connection speed and bandwidth, but programmatic ad delivery also involves further processes/issues that can affect latency such as bid requests/responses, reading cookies, different file types, and large creative files.