> For the complete documentation index, see [llms.txt](https://help.citrusad.com/retail-media-interface/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.citrusad.com/retail-media-interface/integration/data-api/api-overview/http-persistence-ad-caching-endpoints-1.md).

# HTTP persistence & endpoints

## HTTP persistence

Epsilon Retail Media requires a persistent HTTP connection. Without it, ad generation requests will take longer, and response times will be slower than desired. Ad generation requests should be made on a persistent connection and not have a new connection generated every time a new ad generation request is made to ensure you can receive Epsilon Retail Media's services at the intended speed.

Every TLS handshake generated has a cost, and the more TLS handshakes that are established, the more expensive the transfer of data is from Epsilon Retail Media to your ecommerce website. Maintaining a persistent HTTP connection avoids congestion and improves HTTP response times.

{% hint style="info" %}
To learn more about HTTP persistent connections, please visit the following resources:

<https://en.wikipedia.org/wiki/HTTP_persistent_connection>

<https://tools.ietf.org/html/rfc7230#section-6.4>
{% endhint %}

## Endpoint URL

You are free to name the endpoint connecting your e-commerce server and your e-commerce site as you wish. ***However***, as a native ad solution, Epsilon Retail Media advises avoiding any endpoint naming structure that includes ‘ads’.

{% hint style="info" %}
If your endpoint contains ‘ads’, it’s much more susceptible to ad blocking which reduces your revenue opportunities.
{% endhint %}


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