What is latency?

Latency is the delay that occurs in communication over a network. When we talk about latency, we are referring to a measure of time that occurs between performing a live-action and receiving a response. 

Why is latency important?

A good example to showcase the importance of latency is during the real-time bidding (RTB) process, where developers and advertisers buy and sell impressions through real-time auctions. During this process, bids from demand-side platforms (DSPs) arrive at ad exchanges or supply-side platforms (SSPs), and require multiple back and forth requests before an ad is served. Latency here can include the time required to complete the auction and render an ad’s creative. High latency during this can result in advertisers not winning placements at their desired price point and publishers selling their inventory at a lower than desired CPM. Both parties lose out and it becomes more difficult to drive revenue growth and engage your audience. 

How does MAX affect latency? 

MAX is a full-stack monetization solution built from the ground up to support in-app bidding. It’s important to note that it’s not a legacy mediation platform that has changed the product structure to support and facilitate bidding. In a world of in-app bidding, lower latency is now possible and is fast becoming the norm for advertisers and publishers. 

Our advanced ad serving technology even gives you the option to easily A/B test bidders and sources to identify and quantify the cause and impact of latency.

Learn more about MAX. 

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