Learnings from billion Limited Ad Tracking impressions bought in Smadex

In Smadex we obtain greater than 1 million requests or offers per second from ad exchanges to expose an ad to a user. This request comes with metadata that we use to assess if that impression is of value for the campaign. These metadata could be details similar to the type of stock; contextual tips like date, time or region; a completely unique ID like IDFA; or even whether or not that user is trackable. In this case, we might use the IDFA to verify if we’ve known this user from a previously shown impression, or if the user is a part of a data cluster that we are attracted to according to third party data or our own database.