<b>Adding your 15th demand partner can cost you money</b>

<b>Adding your 15th demand partner can cost you money</b>

A demand partner is a source of ad buyers you plug into the auction.

Why it matters: each one adds code that runs in the browser and a little wait time. The first 6-8 partners bring real competition. The next ten often overlap, slowing the page while barely raising the price.

Tiny example: partners 1-8 win 96% of the time. Partners 9-18 win the other 4% but double your script weight.

One thing to try: pull a "win rate by partner" report. Pause any partner that wins under 0.5% of auctions for a month and watch if revenue even moves.

In plain English: more partners means more competition, but only up to a point, then it's just baggage.