Heard: capping cookie syncs cut page weight, lifted RPM 4%

Heard: capping cookie syncs cut page weight, lifted RPM 4%
A publisher was firing 60+ user syncs per pageview, slowing everything.
— Audited sync calls, found 30+ from bidders driving near-zero revenue
— Capped syncs to top revenue partners, deferred the rest
— Page load time dropped, first-ad viewability improved
RPM rose ~4% from faster rendering and better viewability, with no measurable loss in match rates on the partners that mattered.
Impact: Sync sprawl is latency tax. Cap it to partners that actually pay.
Confidence: rumor