“Our clients understand that a two- to three-minute ad load is more valuable than a nine-minute ad load,” says Mark Read, head of WPP, the world’s largest ad co

“Our clients understand that a two- to three-minute ad load is more valuable than a nine-minute ad load,” says Mark Read, head of WPP, the world’s largest ad company and Groupm’s parent firm. It's appropriate that even the chief of the purveyors of advertisements uses the same language ("load") that clinicians use for viral infections.