Marfeel maintains the following configurable multiple load policies:
These policies are offered so our solution can adapt to a publisher's advertising setup and infrastructure.
On screen
The immediate load policy loads all ads of a page at once and straight away once the page is loaded. This policy increases ad requests that are made however this can also decrease the value of the ad spaces themselves since the viewability rate and CTR are normally much lower. This is an interesting setup when a big part of the inventory is sold directly and campaign performance is not the main KPI.
Ads are displayed as the user scrolls through the content. This setup can reduce the number of total Ad Requests although it substantially increases the quality of the impression. Since an ad is only loaded if it's about to appear on the viewport, the probability to click is maximized and the CTR goes up.