SupplyLead story
Ad Call Latency: What Bidder Timeouts Cost Publishers
Your auction clears in 37 milliseconds. Your ad call does not. Here is where the other 600 milliseconds go, why the slowest bidders are often the ones bidding highest, and how a late creative quietly costs you twice — once at the auction and again in your Core Web Vitals.
A bidder that answers one millisecond after your timeout is not a low bid. It is no bid at all — logged, discarded, and gone from the auction. Here is the timeout mechanic, the latency budget behind it, and how to tune the window without cutting off the demand you want.
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