5 demand partners or 20? More isn't always better

5 demand partners or 20? More isn't always better

Demand partners are the companies bidding to fill your ad slot. It feels like more bidders means more money. Often, it doesn't.

— Few partners (5): page stays fast, easy to manage, but you might leave a little money on the table.
— Many partners (20): more competition, but each one adds weight and slowing time, and most barely win anything.

Tiny example: check your reports. If partners 11 through 20 win under 2 percent of auctions combined, they're just slowing you down.

1. List partners by win rate.
2. Drop the bottom feeders.

In plain English: keep the partners that actually win, cut the dead weight.