Amazon Web Services (AWS) has launched AWS RTB Fabric, a new fully managed service designed to support the demanding needs of real-time bidding (RTB) advertising workloads. This innovative solution aims to simplify connectivity, enhance performance, and reduce costs for advertising technology (AdTech) companies operating in the high-volume, low-latency programmatic advertising space.
Key Takeaways
- Dedicated Network for RTB: Provides a high-performance, managed private network optimized for OpenRTB communication.
- Simplified Partner Integration: Streamlines connecting with supply and demand partners through secure, automated endpoints.
- Cost Efficiency: Offers a transaction-based pricing model and up to 80% lower networking costs.
- Enhanced Performance: Delivers consistent single-digit millisecond latency for critical RTB auctions.
- Built-in Modules: Includes configurable modules for traffic management, bid optimization, and error handling.
Addressing AdTech Challenges
The rapid growth of programmatic advertising has placed significant demands on AdTech companies, requiring them to process millions of bid requests per second within strict latency constraints. Traditionally, companies have relied on colocation data centers to minimize latency, but this approach introduces operational complexity and high costs. Cloud solutions offered elasticity but often struggled with complex provisioning and achieving cost efficiency.
AWS RTB Fabric aims to bridge this gap by providing a managed private network specifically built for RTB workloads. It eliminates the need for on-premises infrastructure or complex custom networking setups, offering a more agile and cost-effective solution.
Core Capabilities of AWS RTB Fabric
AWS RTB Fabric introduces several key capabilities to empower AdTech companies:
- Simplified Connectivity: The service automatically generates secure endpoints for partners, facilitating optimized, private connections. External links are also available for partners not using RTB Fabric.
- Low-Latency Transactions: A dedicated network layer ensures consistent single-digit millisecond latency for OpenRTB communication between AdTech participants like SSPs, DSPs, and publishers.
- Predictable Pricing: A transaction-based pricing model aligns infrastructure costs with the economics of programmatic advertising.
- Traffic Management Modules: Built-in modules such as Rate Limiter and OpenRTB Filter help manage request volumes and validate message formats directly within the network path, ensuring network-speed performance.
Getting Started and Availability
AWS RTB Fabric is accessible through the AWS Management Console, AWS Command Line Interface (AWS CLI), and infrastructure-as-code tools like AWS CloudFormation and Terraform. Users can create requester and responder gateways, establish private links between them, and manage traffic with integrated modules.
The service is currently available in several AWS Regions, including US East (N. Virginia), US West (Oregon), Asia Pacific (Singapore), Asia Pacific (Tokyo), Europe (Frankfurt), and Europe (Ireland). AWS plans to continue evolving the service to support advanced applications and AI-driven optimizations within real-time bidding workflows.
Sources
- Introducing AWS RTB Fabric for real-time advertising technology workloads, Amazon Web Services.
Founder Dinis Guarda
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