Audience reach is also suffering from the DSP’s global footprint. In other words, in what countries is inventory available?To reach a rustic’s inhabitants calls for a certain volume of inventory from that nation. As a result, attaining a desired nation often requires that the DSP have servers in that country or region. Given the nature of real time auctions, DSPs must return bids in the restricted timeout window or they won’t win the volume of impressions essential to reach an viewers.
For instance, having a server in Amsterdam is generally a prerequisite to supporting programmatic buyers in Europe.