One or more techniques and/or systems are provided for managing traffic, such as road traffic. When a traffic authority indicates a desire to reduce load on a route or within a particular geographic zone, an offer is provided to a group of one or more users. The offer is indicative of a reward provided to the users in return for avoiding the route during a specified time window. If a user accepts the offer, movement of the user is monitored during the specified time window to verify that the user avoided the route, in which case the reward is provided to the user. If an insufficient number of offers are accepted (e.g., to achieve a desired load reduction), the offer communicated to the users is adjusted (e.g., to increase an incentive for users to accept the offer). Outstanding offers are revoked once a sufficient number of offers are accepted (e.g., to achieve the desired load reduction).