Smarter Traffic Management allows operators to manage network data that is increasingly encrypted, and being delivered via new protocols and congestion-control algorithms. The GSMA Internet Group is interworking with IAB/IETF to improve cellular delivery of Internet content, detailing the background to issues that stimulated this engagement; and also, covers non-technical considerations including regulation and security. Smarter Traffic Management also provides a set of recommendations for the coming 5G era where the range of traffic types, and general load on the network, is expected to increase radically.