Singapore – Amazon Web Services (AWS) has introduced AWS RTB Fabric, a fully managed service designed to help adtech companies run real-time bidding (RTB) workloads with low latency and reduced networking costs. The service enables connections to supply and demand partners, including Amazon Ads, GumGum, MobileFuse, Sovrn, TripleLift, Viant and Yieldmo.
The service provides a dedicated network environment for RTB workloads without the need for colocated, on-premises infrastructure or upfront commitments. It also includes “modules,” which allow customers to bring their own or partner applications into the bidding environment using containerised workloads or foundation models. These can be used to optimise traffic management, bidding efficiency and response rates.
According to AWS, programmatic advertising typically requires infrastructure that can process millions of bid requests per second under strict latency requirements, often below 300 milliseconds. Many adtech providers have relied on colocation data centres to minimise latency, but these can add cost and administrative complexity. Cloud infrastructure offers scalability but can introduce integration and provisioning challenges, especially when connecting with multiple partners.
AWS positions RTB Fabric as addressing both issues, offering a managed private network aimed at simplifying partner connectivity and offering more predictable cost structures.
Among its capabilities are automated secure endpoints for partner connections, private links for OpenRTB traffic, a transaction-based pricing model billed per billion transactions, and configurable modules such as Rate Limiter, OpenRTB Filter and Error Masking that operate inline within the service.
AWS RTB Fabric is now available in six regions: US East (N. Virginia), US West (Oregon), Asia Pacific (Singapore), Asia Pacific (Tokyo), Europe (Frankfurt) and Europe (Ireland).
AWS said the service will continue to expand over time to support more advanced applications and AI-driven optimisations for RTB environments.
