The client turned to us when traffic costs skyrocketed to make 50% of infrastructure costs.We conducted a thorough statistical analysis to find out the issues causing this problem. After getting results, we implemented a traffic compression algorithm of the RTB requests over HTTP protocol and created a smart auction subsystem, aimed to select optimal DSP list for each ad opportunity. As a result, traffic costs decreased by 4 times, hardware costs plummeted by 68%, and the average number of bidders dropped from 19 to 4.
