> 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/timeouts-and-graceful-fallback-behaviour.md).

# Timeouts and graceful fallback behaviour

## Timeouts

In the unlikely event of latency by the Epsilon Retail Media system, it is best practice to ensure that you have implemented a timeout on your Epsilon Retail Media request to ensure there is no negative impact to your customer experience.

This is defined by the retailer, however, Epsilon Retail Media typically advises a timeout of 400-500ms to be implemented to ensure your time to customer is not impacted.

## Graceful fallback behaviour

Epsilon Retail Media may not have ads for the context of the ad request on your website. You should ensure that your website does not display a large empty area where the ad is expected. This applies to both product and banner ads.

<figure><img src="/files/ynQKYkRNzZ8NEqsRpYme" alt="Successfully displayed ad.png" width="100%"><figcaption><p>Successfully served banner ad image</p></figcaption></figure>

In the rare event the above banner ad is not served, you should be prepared to hide the banner ad area, and ensure a blank space isn't served to your customer.

<figure><img src="/files/4CzIeYMJA1jzlfGVr8et" alt="Banner not served by Epsilon Retail Media.png" width="100%"><figcaption><p>Banner ad not served image</p></figcaption></figure>


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