A parenting blog gave slow regions a longer timeout — earned 6% more from them
The timeout is how long bidders get to respond. Readers on distant or slow connections need a touch more time to reach the auction.
What happened: a parenting blog used one 800ms timeout worldwide. Fast-connection readers were fine, but readers on slower mobile networks abroad rarely got any bids in time — their slots went empty.
The change:
1. Kept 800ms for fast home traffic.
2. Set 1200ms for regions with slower average connections.
Result: fill rate for those regions rose, and revenue from them climbed 6% — with no slowdown for everyone else.
In plain English: one timeout doesn't fit every reader. Give slower connections a little extra breathing room.
Bid Stack 101
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A parenting blog gave slow regions a longer timeout — earned 6% more from them
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