Traffic Shaping:
Traffic shaping (also known as "packet shaping" or ITMPs: Internet Traffic Management Practices) is a computer network traffic management technique which delays some or all datagrams to bring them into compliance with a desired traffic profile.Traffic shaping is a form of rate limiting. Traffic shaping is used to optimize or guarantee performance, improve latency, and/or increase usable bandwidth for some kinds of packets by delaying other kinds of packets that meet certain criteria.
Traffic shaping provides a means to control the volume of traffic being sent into a network in a specified period (bandwidth throttling), or the maximum rate at which the traffic is sent (rate limiting), or more complex criteria such as GCRA. (Source Wikipedia)