What will really improve your page performance is to serve the content from different subdomains.
For example, you could go crazy and have a js.example.com
a images.example.com
and a www.example.com
, allowing the users' browsers to GET more things at a time, as most browsers allow for a maximum of two downloads per domain. Of course, what is commonly done is to have a static.example.com
and a www.example.com
, thus keeping it only slightly more complex than a common webserver.
This gives you other advantages:
- The static server can serve with a far in the future expiration date to take advantage of the browser's cache.
- You can strip almost all headers from the static server, reducing bandwidth.
- Your static server will not transport the cookies that the dynamic (
www.
) server could set (remember that every cookie that you set is sent in every request), reducing bandwidth.
Also, you should go the extra mile and both minify the static content and use server-site compression (GZIP) to serve the content.
As for ad servers, try to use a good provider, and leave all the ad content fetching javascript at the bottom of the page. If a visitor gets to your page, but it's only serving him a blank page because its browser is busy waiting for the ads to load, he will leave, while if you give him the content and then load the ads, he will most likely stay on the site for the content and get to see the ads.