The memory controller has become one of the performance enabler of a computer system. Its impact is even higher on multicores than it was on uniprocessor systems. In this paper, the authors propose the sErvice Value Aware memory scheduler (EVA) to enhance memory usage. EVA builds on two concepts, the request weight and the per-thread traffic light. For a read request on memory, the request weight is an evaluation of the work allowed by the request. Per-thread traffic lights are used to track whether or not in a given situation it is worth to service requests from a thread, e.g. if a given thread is blocked by refreshing on a rank then it is not worth to serve requests from the same thread on another rank.