CitrusAd requires a persistent HTTP connection in order to speedily respond to Ad Generation requests. 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) in order for you to receive CitrusAd's services at the intended speed.
Every TLS handshake that is generated has a cost, and the more TLS handshakes that are established, the more expensive is the transfer of data from CitrusAd to your e-commerce website.
Maintaining a persistent HTTP connection avoids congestion and improves HTTP response times.
Ads returned from Ad Generation Endpoints regardless of adtype cannot be cached. Every time a page is loaded on a retailer's website, a new ad generation request should be sent to CitrusAd with the correct context, to generate a fresh set of ads.
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, CitrusAd advise avoiding any endpoint naming structure that includes "ads".