"On Thursday, it tipped its hand for what is arguably its secret weapon in this Madison Avenue dogfight: Amazon Web Services. The launch of RTB Fabric - a real-time bidding service designed for ad buyers and sellers - represents a calculated push to assert its presence in the ad tech ecosystem by leveraging its dominance in the crucial field of cloud computing."
"AWS is pitching RTB Fabric as a scalable, cost-efficient way for ad tech firms to run the high-frequency auctions that underpin digital advertising. For years, only companies large enough to build proprietary real-time bidding systems capable of handling millions of bid requests per second could compete in this arena. AWS now aims to lower that barrier, positioning itself as a neutral yet ad tech-optimized infrastructure provider."
Amazon launched RTB Fabric on AWS to offer a real-time bidding service for ad buyers and sellers, emphasizing scalability and cost-efficiency. The service targets high-frequency auctions and reduces the need for proprietary systems that handle millions of bid requests per second. Amazon positions RTB Fabric as a neutral, ad tech-optimized infrastructure provider while broadening its product catalog and protecting a lucrative enterprise customer base. The move also serves as a strategic countermove to Google Cloud Platform by aligning cloud computing dominance with ad tech operations and market competition.
Read at Digiday
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