The ad selection process is one of the most polluting processes in online advertising, involving many ad calls and impacting servers heavily.
Connecting too many partners in header bidding, with up to 40 connections for one ad placement, is unsustainable and detrimental to revenue.
Reducing the number of resellers and focusing on direct connections may not always guarantee sustainability or profitability for publishers.
Traffic shaping models can help publishers by reducing ad calls sent to demand partners, improving website performance, and enhancing sustainability.
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