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Understanding Pacing

Pacing helps you manage how your budget is spent within the hour. By choosing between Even and ASAP, you control whether delivery is smoothed over time or maximized as quickly as possible

How do I choose my pacing option?

Here you will need to define how you want your budget to be spent: evenly over time or as quickly as possible.

Capture d’écran 2026-07-24 à 11.32.45

EVEN Option

If I want my budget to be spent evenly over time, I select the 'Even' option.
When this option is activated, the DSP smoothes the purchase over the course of the hour.

How it works ? 

When a new hour begins, the system may receive bid requests (BRs) from new frames it hasn’t seen yet during that hour.
For these new frames, EVEN pacing does not apply immediately — the system buys them as soon as they appear (similar to ASAP mode).

Once a frame has already appeared at least once in the hour, the EVEN pacing rules start to apply.
At that point, the system checks how much of the hourly budget can be spent at that exact moment.
Example: At 3:15pm, only 15/60 of the hourly capping can be spent.

Why delivery may not look “even” at the start of the hour

If many new frames appear at the beginning of the hour, a large share of the hourly budget may be spent quickly, without respecting EVEN pacing (still within the hourly cap).
Later in the hour, when these frames appear again, there may not be enough remaining budget to distribute impressions evenly — the allowed ratio has already been reached.

  • If the budget per frame is high (few frames, large budget), EVEN pacing can be respected more easily.
  • If the budget per frame is low (many frames, small budget), it becomes harder to spread impressions evenly.

What the system checks before buying

For each impression opportunity, the pacing logic considers:

  1. The hourly budget available
  2. Whether the frame has already appeared this hour
  3. Whether the allowed spending ratio at that moment is respected

ASAP Option

If ...
  • I'm not sure I can spend my entire budget, or
  • I want to make sure I spend as quickly as possible my hourly budget, or
  • I want to maximize the response capacity to Bid Request at the beginning of each hour (recommended for some publishers), or
  • I have a very restricted day-parting.

I select the 'ASAP' (As Soon As Possible) option.
When this option is activated, the DSP buys all the bid requests that correspond to my targeting and spending framework, within the limit of my hourly budget. The implication is that my budget will probably be spent quickly at the start of the hour, but I increase my chances of spending my hourly budget.