Introducing AWS RTB Fabric: A Fully Managed Service for Real-Time Bidding Advertising Workloads
Published on October 23, 2025, by Betty Zheng on the AWS News Blog
Amazon Web Services (AWS) has unveiled AWS RTB Fabric, a purpose-built, fully managed service designed to support real-time bidding (RTB) advertising workloads. This new offering is engineered to empower advertising technology (AdTech) companies by streamlining connections with supply and demand partners while delivering high-performance, low-latency networking optimized for programmatic advertising.
Meeting the Demands of Real-Time Bidding
Programmatic advertising continues to grow rapidly, with companies across the ecosystem—publishers, supply-side platforms (SSPs), demand-side platforms (DSPs), and exchanges—processing millions of bid requests every second. The critical nature of these workloads lies in their strict latency requirements; auction decisions must be rendered within 200 to 300 milliseconds. This necessitates a reliable, high-speed exchange of OpenRTB traffic among various partners.
Historically, many AdTech companies have relied on colocated infrastructure near their key partners to meet these latency demands. While effective in performance, such approaches introduce complexity, bring long setup times, and generate high operational costs. Alternatively, cloud infrastructure provides scalability but often demands complex provisioning, bespoke connectivity setups, and long-term commitments to achieve cost efficiencies.
AWS RTB Fabric addresses these challenges by offering a fully managed, private networking service purpose-built for RTB workloads on AWS, eliminating the need for colocation or specialized network configurations.
Key Features and Benefits
1. Simplified Connectivity Across the AdTech Ecosystem
By registering an RTB Fabric gateway, customers receive automatically generated secure endpoints to share with their selected partners. The service enables optimized, private connections for exchanging RTB traffic securely between environments. Additionally, AWS RTB Fabric supports connections to partners using on-premises or third-party cloud platforms via External Links, simplifying integrations and reducing onboarding times.
2. Dedicated Network Optimized for Low Latency
RTB Fabric offers a high-performance managed network layer tailored for OpenRTB communications. The service connects SSPs, DSPs, and publishers using private, high-speed links engineered to maintain consistent single-digit millisecond latency. Automatic routing optimizations maintain stable performance and reduce networking expenses without the need for manual peering arrangements.
3. Transaction-Based Pricing Model Aligned with Industry Economics
AWS RTB Fabric bills customers on a per billion transactions basis, aligning infrastructure costs with the economic realities of programmatic advertising, where transactions number in the millions or billions. This pricing approach offers predictability and transparency, facilitating better budgeting for exchanges, SSPs, and DSPs.
4. Inline Traffic Management Modules
The service includes built-in modules—such as the Rate Limiter, OpenRTB Filter, and Error Masking—that run inline within the RTB Fabric to optimize traffic flow and reliability. These modules allow programmatic control over request volume, message validation, and response handling while preserving low-latency operation by executing at the network path level. Configurations can be managed centrally via the AWS RTB Fabric API.
5. Support for Containerized Applications and Foundation Models
AWS RTB Fabric extends its capabilities by supporting modules that bring customer and partner applications securely into the RTB compute environment. This includes containerized workloads and foundation models that can enhance bidding efficiency and transaction throughput—increasing bid response rates while maintaining consistent performance.
Getting Started with AWS RTB Fabric
Users can begin leveraging AWS RTB Fabric today through familiar AWS tools:
- AWS Management Console: Provides a visual interface for creating, viewing, and managing RTB gateways and connections.
- AWS Command Line Interface (CLI): Allows programmatic control for gateway creation, link management, and traffic monitoring.
- Infrastructure-as-Code (IaC): Supports automation using AWS CloudFormation and Terraform, enabling quick, repeatable deployments of RTB infrastructure.
A typical setup involves creating a requester gateway to initiate bid requests and a responder gateway to process bid responses. These gateways act as secure communication points within your Amazon Virtual Private Cloud (Amazon VPC), while AWS handles the underlying low-latency networking infrastructure.
For example, creating a requester gateway via the CLI involves a command with parameters specifying VPC, subnet IDs, security groups, and a unique client token. This streamlines the process of deploying real-time advertising workloads with AWS RTB Fabric.
Conclusion
AWS RTB Fabric is poised to transform the programmatic advertising industry by delivering a scalable, cost-efficient, and easy-to-integrate platform for real-time bidding workloads. By removing the operational overhead of managing physical infrastructure and custom networking, AdTech companies can focus on optimizing their bidding strategies and expanding their partner networks with confidence in the performance and reliability of their foundational infrastructure.
To explore AWS RTB Fabric and begin integrating it into your advertising technology stack, visit the AWS Management Console or refer to the AWS documentation for detailed onboarding instructions.
For more updates on AWS innovations and announcements, visit the AWS News Blog.
Author: Betty Zheng (郑予彬)
Categories: Announcements, Marketing & Advertising, Media & Entertainment, Networking & Content Delivery
