A stream’s weight value is used to determine traffic distribution when your campaign has more than one Stream added.
When you create multiple Streams, they are automatically assigned a default weight of 100:
This is to ensure that your traffic is distributed at an even ratio for a new campaign and can be changed if you need to set different figures.
LP and Offer weight works on the same principle:
Note: You can edit your Stream’s weight at any time to redistribute traffic at an optimal ratio.
It can be done once the performance of a Path has been accurately measured following the campaign's "testing" period.
For example, if one lander is doing better (higher CTR %) than another within the same campaign, you can increase the weight of the best performing lander to distribute traffic at a higher ratio to the better performing LP.
Note: you can set '0' as an offer's weight - the traffic will go to that offer only if other offers reached the caps or were filtered out.