Yes. The Sovrn Ad Exchange employs traffic shaping. Traffic shaping is the practice of intelligently managing which bid requests are sent to which demand partners, and in what volume, rather than broadcasting every request to every buyer. Sovrn uses it to keep the exchange running efficiently and to send demand partners the requests they're most likely to want.
Why Sovrn uses traffic shaping
Sovrn employs traffic shaping on the Ad Exchange to manage a handful of things:
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Managing QPS to demand partners. Traffic shaping lets Sovrn control queries per second (QPS) to each demand partner, so buyers receive the appropriate volume of bid requests at any given time rather than more than they can effectively handle.
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Reducing the cost of handling bid requests. Processing bid requests carries infrastructure cost. Traffic shaping helps Sovrn reduce the cost of handling requests on its side, which keeps the exchange efficient.
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Driving competition within your ad stack. By prioritizing the requests Sovrn is more confident will win, traffic shaping helps drive stronger competition across your ad stack and focuses on sending bids that are more likely to result in a win.
What traffic shaping means for you as a publisher
For publishers on the Sovrn Ad Exchange, traffic shaping supports a cleaner, more efficient supply path. Sending demand partners the requests they're most likely to bid on — rather than flooding them with low-probability requests — concentrates competition on your most winnable impressions and aligns with the supply-path efficiency that major DSPs increasingly reward.
Questions? Concerns? Our team would be more than happy to help. Reach out to our Support Team here.