Overview

The DSP deploys a custom bidder per customer and pre-filters traffic to each individual bidder instance. This traffic pre-filtering is controlled by an appointed customer success manager. The management of traffic is critical to ensuring campaigns scale and deliver successfully.

QPS

Understanding QPS (Queries Per Second)

QPS, or Queries Per Second, refers to the number of auction requests filtered and sent to a custom bidder. FreeWheel charges a flat monthly fee based on the selected QPS tier.

Converting QPS to Impressions

To estimate the number of daily eligible auctions, multiply the QPS value by 86,400 (the number of seconds in a day). For example, a 10,000 QPS tier equates to approximately 864 million auctions per day.

The actual number of impressions won depends on bidding strategy, bid pricing, and demand. For instance, with a high CPM strategy and an estimated 10% win rate, 864 million auctions could result in approximately 86.4 million impressions.

Source of QPS

FreeWheel’s platform integrates with dozens of ad exchanges and accesses high volumes of QPS through four AWS data centers:

• US-EAST-1

• US-WEST-2 (used primarily for western North America traffic)

• EU-WEST-1 (serving Europe, the Middle East, and Africa)

• AP-NORTHEAST-1 (serving Asia-Pacific regions)

QPS Filtering

Basic QPS Filtering Options

Customers can filter QPS on almost any targetable keys/values. Some common examples are:

Customers can also filter on INCLUDE/EXCLUDE lists of:

• App Bundles
• App IDs
• Domains
• Placement IDs
• Site IDs
• Zip Codes

Advanced QPS Filtering Options

Customers can utilize Advanced QPS Filtering capabilities to filter QPS by user data provided by the customer (cookies, device IDs, or IPs). Fees may apply.

Managing QPS Through Traffic Templates

QPS delivery to a bidder is managed through traffic templates configured by the Customer Success Manager. These templates use OR boolean logic to define which traffic is sent. FreeWheel supports the creation of up to 25 traffic templates per bidder; however, it is strongly recommended to limit the number to fewer than 10 to simplify ongoing management.

Best Practices for Traffic Templates

• Create separate QPS templates for broad targeting dimensions such as:

  • Placement Types

  • Environments

  • Countries

• Use Advanced Filtering to manage Lists and User IDs.

• For web-based QPS templates, leverage ads.txt inclusion.

• Apply global exclusions within each template for:

  • Content Categories

  • Content Ratings

  • Ad Sizes

  • Other frequently excluded key-values

Example QPS Traffic Templates

Monitoring QPS

Customers can monitor QPS via Monitoring (see below) and Metamarkets under the Tools tab in the UI: