A slow page load time is one of the main reasons of page bounce. Research shows that the average U.S. retail mobile site loaded in 6.9 seconds in July 2016, and according to the most recent data, 40% of consumers will leave a page that takes longer than three seconds to load [source].  If you’re navigating users to a landing page from an ad, 40% will likely not bother and will click away. Furthermore, a click to a landing page often takes the user out of context so it’s hard for them to return to the publisher’s site, making the whole experience very disruptive. A slow landing page from an Ad is not just bad for the user experience but also bad for publisher and advertiser monetization.