Glossaryprogrammatic advertisingbandwidth management

Traffic Shaping

SSPDSPbid requestsbid responseslatencybandwidth managementtraffic shapingperformance optimization

Traffic shaping is a bandwidth management technique used by SSPs and DSPs to control the volume of bid requests and bid responses flowing through their systems.

By regulating this traffic, platforms can optimize or guarantee performance and improve latency — preventing any single integration from overwhelming infrastructure and ensuring auctions run within acceptable time constraints.

Demand-Side Platform (DSP)
Also known as: DSP An AdTech platform that enables agencies and advertisers to purchase ad inventory from Supply-side platforms (SSPs) and ad exchanges. DSPs are typically used to buy inventory on an…
Supply-Side Platform (SSP)
An advertising-technology platform used by publishers to sell ad inventory in an automated fashion, typically through Real-time bidding (RTB) auctions. SSPs are most commonly used by online publishers — websites and…
Bidder
A bidder is a core component of a Demand-Side Platform (DSP) responsible for analyzing incoming bid requests and submitting bids within Real-Time Bidding (RTB) auctions. When an ad impression becomes available, the…
Bidding Strategy
A bidding strategy is the approach a demand-side platform (DSP) uses to determine how its bidder should place bids in a real-time bidding (RTB) auction. It defines the logic — whether rule-based or algorithmic — that…