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An ad request is read in full, though only a few parts decide how to bid
Running the bidder inside the exchange's cluster opens options the internet never allowed. One of them makes saying no to a bid request almost free, and a bidder says no to most requests it gets. Over the internet, bid requests...
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Next to the auction, dropping compression saves CPU on both sides
Once bidder runs inside the exchange's cluster, two things bid traffic normally can't go without become optional: encryption and compression....
Same traffic, far fewer connections when the bidder sits next to the auction
Lower latency on the bid path means fewer resources on both sides, the exchange and the bidder. It sounds backwards,...
A private marketplace deal adds around 150 bytes to a bid request
Most inventory trades through deals now, and the reasons given are commercial: price, access, guarantees. But what does a deal...