From what I've seen over the past couple years messing with various setups, things like how close the creative server is to the user (edge caching and CDNs make a huge difference), the weight of the creative files themselves, and even how efficiently the platform resolves auctions play into hitting that sub-100ms mark reliably. Different traffic sources can introduce extra hops or variable network conditions that mess with consistency if the backend isn't optimized for it. I actually stumbled across some solid thoughts on keeping latency low and pacing steady across sources here: https://www.chadathainorman.com/ — it's not some sales pitch, just aligns with a lot of what I've experienced firsthand trying to avoid those annoying delays that kill performance. Curious if others have found similar tweaks that helped stabilize things.
