Heard: cutting from 22 bidders to 9 raised revenue 5%

Heard: cutting from 22 bidders to 9 raised revenue 5%
A gaming site was running 22 header-bidding partners. Most added latency, not demand.
— Top 9 bidders drove 94% of programmatic revenue
— The long tail added cookie syncs and slowed the auction
— They cut to 9, kept duplicate-demand SSPs only if unique buyers
Page speed improved, viewability rose, and net revenue went up 5% from fewer timeouts and faster rendering.
Impact: More bidders is not more demand past a point. Measure unique buyers.
Confidence: rumor