A great article on website bloat - The Website Obesity Crisis
May 12, 2016
Maciej Cegłowski writes on his blog idlewords a longish but to the point article on the causes and effects of big web pages.
It starts off to a bit of a rocky start - in my view - with comparing the web site sizes to the literary works of Russian writers, but I don't think the physical comparison of web page sizes to big books is solid enough. But the article gets better and is definitely worth the read.
One of the biggest things I am a fan of in his post is the fact that I believe ads should be served from the same host as the other contents. Ads should be meaningful to the target audience. Ads should be incorporated into the design in a non-intrusive manner. Ads should optimally be tailored to really help the user find things that are of interest to them.
Alas we do not live in such a world and ad-blockers are a must given the reality of malware ads being served even on big sites - even if usually for brief periods.
Go read The Website Obesity Crisis!
[Or you can watch his talk (53 mins)]