AWS RTB Fabric Is Transforming Real-Time Bidding in AdTech

AdTech companies are racing to meet the demand for real-time, scalable, and affordable solutions. AWS RTB Fabric is set to redefine how real-time bidding (RTB) workloads are managed, offering a fully managed service purpose-built for the unique challenges of programmatic advertising. 

With AWS taking on the heavy lifting, businesses can now process millions of bid requests per second, optimize partner connections, and substantially reduce networking expenses, all while keeping latency to a bare minimum.

Tackling AdTech’s Most Pressing Issues

Traditionally, AdTech organizations have been forced to choose between co-located data centers for ultra-low latency and cloud deployments for scalability. Each path brought its own headaches: operational complexity, significant upfront expenses, and inflexible provisioning. AWS RTB Fabric erases these trade-offs. 

By delivering a managed, high-performance private network, it eliminates the need for specialty infrastructure and long-term commitments, allowing teams to focus on growth and innovation instead of managing hardware.

​

Core Features That Set AWS RTB Fabric Apart

• Seamless Partner Connectivity: Registering an RTB Fabric gateway instantly generates secure endpoints, making it easy for both AWS-native and external partners to integrate quickly and securely.
  
  
• Dedicated, Low-Latency Networking: High-speed private links connect supply-side platforms, demand-side platforms, and publishers, ensuring single-digit millisecond latency and stable, predictable OpenRTB transactions.
  
  
• Transparent, Transaction-Based Pricing: Billing is aligned with actual RTB activity through a per-billion-transaction model, delivering clear cost predictability and flexibility.
  
  
• In-Network Traffic Management: Built-in modules for rate limiting, OpenRTB filtering, and error masking operate at network speed, programmatically configurable via API to streamline message validation and response handling.
  
  
• Advanced Application Integration: Customers and partners can deploy containerized apps or AI foundation models directly into the RTB workflow, enabling sophisticated bidding strategies without compromising speed or security.

Simplified Deployment and Operations

Getting started is simple. Teams can use AWS’s console, CLI, or infrastructure-as-code tools like CloudFormation and Terraform to spin up gateways and links. Setting up requester and responder gateways creates secure endpoints, and connecting them forms private, robust channels for bid traffic. Extending connectivity to external partners is equally straightforward, enabling broad interoperability through "External Links."

Traffic management modules can be attached directly to links, letting users enforce policies like rate limits or message validation - inline and at network speed. Real-time monitoring is built in with AWS CloudWatch, providing instant insights into throughput, latency, and module performance, with comprehensive logging for audits and optimization. All configurations can be automated, supporting consistent deployments across multiple environments.

Ready for Global Scale and Future Innovation

AWS RTB Fabric is already available in key regions across the US, Europe, and Asia Pacific. The platform is designed for continuous evolution, supporting secure integration of advanced applications and AI, so AdTech firms can keep enhancing their real-time bidding processes. With AWS RTB Fabric, companies can streamline operations, accelerate innovation, and maintain top-tier performance as they scale globally.

AWS RTB Fabric is available today in the following AWS Regions: US East (N. Virginia), US West (Oregon), Asia Pacific (Singapore), Asia Pacific (Tokyo), Europe (Frankfurt), and Europe (Ireland).

The Takeaway

AWS RTB Fabric is ushering in a new era for AdTech, bridging the gap between cloud scalability and the low-latency demands of real-time advertising. The result: AdTech teams can focus on optimizing bidding strategies and building partnerships, while AWS manages the underlying complexity, empowering organizations to innovate and lead in a fast-paced market.

Source: AWS News Blog: Introducing AWS RTB Fabric for Real-Time Advertising Technology Workloads