AWS RTB Fabric features

When you use AWS RTB Fabric, a requester refers to the role that originates or sends a bid request. A responder refers to the role that receives the bid request, evaluates it, and returns a bid response. These roles are specific to an RTB transaction between two AdTech entities. For example, supply-side platforms (SSPs)—which represent publishers and manage their available ad inventory—act as requesters to send bid requests. Demand-side platforms (DSPs) or other downstream bidders—which represent advertisers and evaluate bids in real-time for available ad impressions—act as responders.

AWS RTB Fabric helps you execute real-time bidding (RTB) transactions between RTB requesters and responders on a purpose-built network to connect with any AdTech partner anywhere. You can create a dedicated network gateway colocated with your RTB workload, connect with your AdTech partners, and route RTB transactions. AWS RTB Fabric prioritizes routing requests and responses within an Availability Zone (AZ) shared between AdTech partners to help optimize network performance and reduce latency. With AWS RTB Fabric, you can send requests and responses within the RTB Fabric network or through the public internet to your AdTech partners. Traffic must use the OpenRTB protocol.

AWS RTB Fabric natively offers load balancing functionalities to distribute RTB Fabric traffic directly to Amazon Elastic Compute Cloud (Amazon EC2) or Amazon Elastic Kubernetes Service (Amazon EKS) clusters. The service provides intelligent traffic distribution as an alternative to traditional load balancers. AWS RTB Fabric uses DNS-based routing to dynamically distribute incoming RTB requests across healthy hosts within the responder’s infrastructure. This approach eliminates the need for responders to manage their own networking infrastructure for traffic routing, while maintaining the low-latency and high-throughput requirements of real-time bidding workloads.

AWS RTB Fabric includes modules to help you manage RTB traffic based on patterns such as attributes, characteristics, and volume. AWS RTB Fabric offers built-in rate limiter, OpenRTB filter, and error masking traffic management modules to help you protect RTB workloads and improve operational efficiency. You can configure built-in traffic management rules to execute automated RTB operations or integrate your own ad decisioning functionality in the network path before your RTB workflows, all running inline within the service for consistent low-latency execution. You can use AWS RTB Fabric modules to help you optimize traffic management, improve bid efficiency, and increase bid response rates.

• Rate limiter - Control the rate of requests by limiting queries per second (QPS) to manage performance from traffic spikes.
• OpenRTB filter - Filter RTB requests and responses based on OpenRTB protocol specifications such as format, location, and more.
• Error masking - Mask sensitive information when errors occur during RTB processing.