Myth: add more header-bidding partners, win more

Myth: add more header-bidding partners, win more
The 'stack 15 bidders' era is over and most ops desks haven't updated the playbook.
— Each extra partner adds latency, timeout risk, and duplicate demand routed through your own SSP twice
— Past 6-8 well-deduped partners, incremental revenue flattens while CLS and timeouts climb
— SPO-minded buyers now penalize sites that resell the same impression across redundant paths
More partners is more rebate, not more demand.
Impact: trim to the bidders that bring unique demand, kill the resellers of resellers. (sourced)