Adserving is not really static. Cachebusters are named so for good reason. Nowadays ad server developers are clever enough to separate click tracking and impres

Adserving is not really static. Cachebusters are named so for good reason. Nowadays ad server developers are clever enough to separate click tracking and impression tracking (the non-Enterprise version of OpenX still deserves a lot of ಠ_ಠ though). In an RTB environment, there is an additional constraint of having to serve up your ad (or decision) within 60ms (Google ADX sets a hard limit of 80ms), and the fastest best bid wins. I don't think that's a less hard problem compared to Twitter, especially at high volumes. You can't just say "scale sideward!". That said, the first link was totally misleading. I was actually quite shocked to see that Twitter only had 42M uniques per month, because a typical ad network does a lot more EDIT: ah.. 15B requests/day makes more sense. Wtf is with the wrong stats?