Announcing New Throttling Capabilities

April 12, 2013

Tags: 2013

Caitlin McGovern


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Here at MoPub, the Demand Team’s main mission is to provide rigorous product innovation and development, while being responsive to our partners’ feedback and needs. Therefore, we are pleased to announce the launch of several new throttling capabilities that our partners did not have in the past!

What does this mean for our partners?  Going forward, each DSP will now be able to refine the scope of their in-bound requests by whitelisting and blacklisting by OS and ad format (ad size), as well as incorporating a number of exclusionary principles.  These exclusionary principles now allow our partners to exclude requests specific to mobile web or in-app, in addition to requests that are missing lat/long and user ID.   Furthermore, we also created new QPS throttling controls by country.

Why did we decide to develop these features?  The development of additional throttling features will enhance the efficiency of DSP buys tremendously. Today we send 1.5 billion ad requests to our partners, and a significant portion go unfilled.  The reason why a significant portion of these requests go unfilled is largely due to our partners not being able to consume all of our ad requests.  By creating these additional throttling features, we can help our DSP partners more effectively manage and consume our inventory.

If you are currently integrated with MoPub, and would like to begin using our throttling capabilities, please reach out to .  If you are not yet integrated with MoPub, but would like to find out more information, please reach out to .


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