Introducing the expanded AWS Well-Architected Video Streaming Advertising Lens

At Amazon Web Services (AWS), we are delighted to introduce the next revision to the AWS Well-Architected Video Streaming Advertising (VSA) Lens. The expanded VSA Lens consists of a Lens whitepaper and custom lens, which will become available in the public AWS Well-Architected custom lens GitHub repository.

The April 25, 2025 launch of the original VSA Lens, provided architectural best practices for customers to design and operate ultra-high throughput video streaming advertising workloads on AWS. It focused on publisher AD servers, supply side platforms (SSPs) and demand side platforms (DSPs) enabling programmatic advertising pipelines at scale.

This expanded VSA lens launch will provide architectural best practices for customers to design and operate highly scalable data pipelines for data management platforms (DMPs) and multi-region advertising workloads. It also includes privacy enhanced collaboration between advertisers, publishers and agencies, as well as digital ad content creation with brand safety, in addition to verification and fraud detection.

What’s being added in the Video Streaming Advertising Lens?

Following are the additional AWS best practices being added to the VSA Lens addressing:

1. Highly scalable data pipelines for DMPs addressing data collection, storage, segmentation, user profiles, distribution, analytics and reporting.
2. Multi-region architectures with distributed and centralized data management and analytics architectures, as well as the handling of low latency distributed user profile and ad decision data.
3. Privacy-enhanced data collaboration between advertisers, publishers and agencies—improving campaign planning, activation, and measurement, while protecting consumer data privacy.
4. Measurement of digital ads, verification and fraud protection leveraging generative AI and AWS Marketplace solutions.
5. Implementation guidance providing actionable guidance that you can use to improve your workloads in the areas which matter most to your business.

Many new architectures and links have also been added. These include new documents, blogs, instructional and video links—provided to reflect a host of new products, features, and current industry best practices to assist with your advertising projects.

Who should use the VSA Lens?

The VSA Lens is useful for many roles, including:

• Business Leaders: Identify how the billions of ad impressions and associated revenue is empowered with your ad techs complete implementations on AWS
• Chief Technology Officers: Understand how new AWS services, advanced cloud architectures and implementations can improve resiliency and up time
• Solution Architects: Learn how to build highly scalable video streaming advertising solutions in alignment with the tenets of the AWS Well-Architected Framework
• Operations Teams: Monitor and manage innovative infrastructures that deliver operational excellence in advertising workloads
• Security Teams: Protect advertising workloads from fraud and customer data with robust security requirements

Conclusion

The expanded Video Streaming Advertising Lens is available now. Leverage the comprehensive whitepaper to optimize your advertising workloads using the AWS Well-Architected Framework principles. By applying the VSA Lens to your architecture, you can validate your design’s stability and efficiency, while receiving targeted recommendations to address any identified gaps.

Many different teams continue to contribute to the VSA Lens, including AWS Enterprise Support, Solution Architecture, Professional Services, and the larger advertising community. These contributions encompassed a wide cross-section of perspectives, expertise, backgrounds, and industry experiences in developing the new AWS Well-Architected VSA Lens.

AWS is dedicated to continuously evolving the video streaming advertising landscape, utilizing VSA Lens as a dynamic tool. As new AWS services are launched, industry trends shift, and additional pillars (such as sustainability) are incorporated, the VSA Lens will be updated reflecting these changes. Our mission is to help you design and deploy well-architected advertising workloads so you can focus on delivering your business objectives.

Contact an AWS Representative to know how we can help accelerate your business.

Further reading

• AWS Clean Rooms: Privacy-enhanced collaboration use cases
• AWS re:Invent 2021 – Under the hoods at Amazon Ads covers reference architectures, technical best practices, and lessons learned from serving hundreds of millions of ads every second
• AWS Advertising & Marketing home page for generative AI solutions for Ad creatives, contextual advertising, and improved audience segmentation and addressability