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Traffic Routers

Updated

Overview

Traffic Routers allow publishers to distribute traffic across multiple sources using an intuitive ratio-based system. Sources are managed within a Traffic Router, which routes incoming traffic based on user-defined ratios that automatically convert to proportional weights totaling 100%. 

 

The Traffic Router architecture is:

  • Channels → Traffic Routers → Sources

Create a New Channel

 - Select "Basic" Channel type (See below screenshot)

- Step by step channel creation can be found here

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Creating a Traffic Router

  1. Navigate to Channels tab in the SSP Member Zone.
  2. Within this new Basic channel, click "New Traffic Router"
  3. Enter a name for the Traffic Router.
  4. Under Basic Settings, configure targeting criteria.
  5. Click "Create"

6. In the "Tag Constructor" add all relevant parameters and click "Save"

Creating and Adding Sources to a Traffic Router

Adding Sources

  1. Navigate to your Traffic Router Dashboard.
  2. Click the "Add Source" button above the sources grid table.
  3. A modal window opens displaying available sources.
  4. Search by source ID or name using the dropdown (supports multi-selection).
  5. Select the desired sources and click "Save" or create new source first within the channel following the source creation instructions here. and then follow instructions from step 2 above ("Add Source").
  6. The sources appear in the grid table with an initial ratio of 0 and weight of 0%.

Source Configuration

Once added, each source displays the following information in the grid table:

  • Source – Source name (read-only)
  • Router Requests – Number of requests routed (read-only)
  • Router Requests Fill Rate – Fill rate percentage (read-only)
  • Unmatched Traffic – Unmatched traffic count (read-only)
  • Paid Impressions – Impressions count (read-only)
  • eCPM – Effective cost per million (read-only)
  • Total Revenue – Total revenue (read-only)
  • Ratio – Editable field where you set values from 1 to 99
  • Weight – Auto-calculated percentage based on ratio (read-only)
  • Actions – Unlink icon to remove the source

Understanding Ratios and Weights

How Ratios Work

Ratio is the value you set to control traffic distribution. It ranges from 1 to 99.

Weight is automatically calculated based on the ratios of all linked sources. The sum of all weights always equals 100%.

Weight Calculation Formula

When you set a ratio for a source, the system calculates its weight as:

Example 1: Equal Distribution

Source Ratio Weight
Source 1 1 25%
Source 2 1 25%
Source 3 2 50%

Calculation: (1+1+2) = 4 total ratio points

  • Source 1: 1/4 = 25%
  • Source 2: 1/4 = 25%
  • Source 3: 2/4 = 50%

Example 2: After Ratio Change

When you change Source 1's ratio from 1 to 50, the weights recalculate automatically while other ratios remain unchanged:

Source Ratio Weight
Source 1 50 94.34%
Source 2 1 1.89%
Source 3 2 3.77%

Calculation: (50+1+2) = 53 total ratio points

  • Source 1: 50/53 = 94.34%
  • Source 2: 1/53 = 1.89%
  • Source 3: 2/53 = 3.77%

 

Setting and Adjusting Ratios

Initial Setup

  1. When a source is added to a Traffic Router, it begins with:
    • Ratio: 0
    • Weight: 0%
  2. To activate traffic routing to that source, click on the Ratio field and enter a value between 1 and 99.
  3. Once the ratio is set to a value greater than 0, the weight is automatically distributed proportionally.

Modifying Ratios

  1. Click on the Ratio field for the source you want to adjust.
  2. Enter a new value between 1 and 99.
  3. The system validates the entry and recalculates weights for all sources automatically.
  4. Other sources' ratios remain unchanged; only their weights update.

Validation Rules

  • Minimum ratio value: 1
  • Maximum ratio value: 99
  • All values must be integers
  • Leaving a ratio at 0 excludes the source from traffic routing (0% weight)

Unlinking Sources

To remove a source from a Traffic Router:

  1. Locate the source in the grid table.
  2. Click the Unlink icon in the Actions column.
  3. The source is removed from the Traffic Router and becomes available again for linking to other routers.

Note: One source can be linked to multiple Traffic Routers within the same channel. Each linking maintains a unique ratio specific to that Traffic Router.

Traffic Router Tag Setup

Once sources are configured with ratios:

  1. Provide a Router tag in the Traffic Router settings – this is the endpoint publishers use for traffic routing.
  2. The Router tag will direct incoming requests to linked sources based on their calculated weights.

Default Macros

Two macros are set by default in the Tag Constructor for Traffic Routers:

  • Max Ad Pod Duration
  • Ad Pod Slots

Configure these macros to customize ad pod behavior and slot allocation.

Traffic Routing Logic

Automatic Weight Distribution

The system uses ratio-based routing with automatic weight calculation:

  1. Ratio Entry: You set a ratio for each source (1-99).
  2. Automatic Calculation: The system calculates weights proportionally so the total always equals 100%.
  3. Dynamic Updates: Whenever a ratio changes, all weights recalculate instantly while other ratios remain fixed.
  4. Zero Ratio Handling: Sources with a ratio of 0 receive 0% weight and no traffic.

Traffic Distribution

Ad Server routes incoming requests to sources based on their calculated weights:

  • A source with 25% weight receives approximately 25% of traffic.
  • A source with 50% weight receives approximately 50% of traffic.
  • Traffic distribution is probabilistic and precise over time.

Reporting and Monitoring

Once a Traffic Router is active and receiving traffic, monitor performance using the Reporting View:

Available Metrics

  • Router Requests – Total requests processed by the router
  • Fill Rate – Percentage of matched impressions
  • Unmatched Traffic – Requests not matched to sources
  • Paid Impressions – Number of billable impressions
  • eCPM – Effective cost per thousand impressions
  • Total Revenue – Total revenue generated

Best Practices

  1. Monitor fill rates – Review which sources perform best for your traffic.
  2. Adjust ratios based on performance – Increase the ratio for high-performing sources to send more traffic their way.
  3. Balance testing and optimization – Start with equal ratios (1:1), then refine based on reporting data.
  4. Regular reviews – Periodically check reporting metrics to ensure optimal traffic distribution.

Best Practices

  • Start Simple: Begin with equal or similar ratios for all sources and adjust based on performance.
  • Use Reporting: Leverage reporting metrics to identify high-performing sources and adjust ratios accordingly.
  • Test Incrementally: Make small ratio adjustments and monitor impact over time.
  • Avoid Zero Ratios: Ensure at least one source has a ratio > 0 to receive traffic.
  • Consider Fallback Sources: Maintain at least one source as a fallback with a consistent ratio to ensure coverage.