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Combined impact of Query Volume Optimiser and Traffic Shaping

Combined impact of Query Volume Optimiser and Traffic Shaping

How a publisher-focused ad tech platform improved DSP spend and sRPM through ML-powered query volume optimisation and traffic shaping

Client

US-based publisher monetization company serving billions of monthly impressions.

Value delivered

By combining Query Volume Optimiser and Traffic Shaping, the client boosted DSP engagement and monetization efficiency. The ML-driven setup prioritized high-value traffic, reduced noise, and increased both sRPM and DSP spend — creating a more scalable and profitable programmatic environment.

Challenge

Despite high bid request volumes, the client struggled with stagnant DSP spend and low sRPM. Manual traffic controls lacked flexibility, leading to inefficient delivery and poor responsiveness from demand partners. Increasing bid volume alone failed to drive results — instead, it overwhelmed DSPs and reduced auction efficiency. The platform needed a smarter, ML-driven approach to traffic allocation and monetization.

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Results

By using Query Volume Optimiser and Traffic Shaping in tandem, the client established a more predictable and profitable environment for DSP partners:

  • Higher DSP spend (+20–40% over baseline, with peaks above baseline levels)

  • More than 2x improvement in sRPM

  • Reduced bidstream noise through smarter traffic allocation

The six-month results confirm that combining Query Volume Optimiser and Traffic Shaping fundamentally improved the client’s monetization strategy. The platform transitioned from simply routing traffic to actively shaping and optimizing delivery, resulting in stronger DSP engagement, higher efficiency, and sustainable revenue growth.

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