The time an exchange or header bidding wrapper waits for bids before closing the auction, typically 100 to 300 milliseconds for web and longer for CTV. Bids that arrive late lose regardless of price, which is why DSPs locate servers near exchanges.
Related terms
Cite this entry:
Agency Echelon. "Timeout." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/timeout/