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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, since going faster usually costs more. For HTTP/1.1 it follows from a simple rule called Little's law. Little's law says...
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Latest articles
A cookie ID has to survive five checkpoints to work at all
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The same Device ID goes by eight different names depending on the platform
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The same ad reaches you again because the ID counting it keeps disappearing
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