Traffic Shaping

Scope3 uses various assumptions, based on contributed and observed data, to model how traffic flows through the supply graph. For instance, it assumes that SSPs do some level of traffic shaping to downstream SSPs and DSPs, and that this shaping will differ by the type and size of the downstream partner. This model works well on average but does not "give credit" for the adaptive traffic shaping algorithms that many SSPs use to minimize QPS and maximize win rate. Similarly, many companies are developing traffic shaping capabilities in the header bidder wrapper that optimize revenue per bid request.

Using the Traffic Shaping API, ad tech vendors can provide granular data about their traffic shaping algorithms to improve the accuracy of the Scope3 model and to highlight the sustainability benefits of their traffic shaping efforts to their constituents.

Managing Cardinality

To avoid file sizes getting massive, we suggest using {inventory_id, seller_id, country, bidder_id} as the key to pull data from your internal systems. We suggest using WW (for "worldwide") to aggregate countries without significant transacted volume.

Vendor integration

For vendors that provide traffic shaping for other ad tech companies (shaping-as-a-service), pass the ad tech company entity identifier into the atp field.

Metrics

The key metric is the ratio of ad slots ad_opportunities seen vs ad slots sent to bidders ad_opportunities_sent, both of which are required fields.

File Format

Both the cloud bucket and File Upload API methods accept a CSV file. See here for CSV schema details.